Age-Related Differences in Responses to Affective vs. Rational Ads for Hedonic vs. Utilitarian Products

This research investigated the moderating role of product category type (hedonic vs. utilitarian) on age-related differences in responses to affective vs. rational ads. An experiment showed that elderly consumers (age 65 plus) had more favorable attitudes toward affective (vs. rational) ads, regardl...

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Veröffentlicht in:	Marketing letters 2007-12, Vol.18 (4), p.211-221
Hauptverfasser:	Drolet, Aimee, Williams, Patti, Lau-Gesk, Loraine
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Advertising campaigns Age Age difference Age differences Age groups Aging Attitudes College students Consumer attitudes Consumer motivation Consumer research Consumption Decision making Economic behaviour Emotions Experiments Investment strategies Leisure Memory Motivation Motivation research Older adults Products Recall Studies Utilitarianism Young adults
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