Age‐Related Differences in Responses to Emotional Advertisements

This research investigated motivational influences associated with age on responses to emotional advertisements. Experiment 1 showed increased liking and recall of emotional ads among older consumers and that time horizon perspective moderates these age‐related differences. Experiment 2 revealed influences of age and time horizon perspective on responses to different types of emotional ads. Ads focusing on avoiding negative emotions were liked and recalled more among older consumers and among young consumers made to have a limited time horizon perspective. This research illustrates the importance of considering age‐related differences in information processing due to motivational as well as to cognitive changes.