Age-related differences in responses to affective vs. rational ads for hedonic vs. utilitarian products

被引：106
|
作者：
Drolet, Aimee
Williams, Patti
Lau-Gesk, Loraine
机构：
[1] Univ Calif Los Angeles, Anderson Sch, Los Angeles, CA 90095 USA
[2] Univ Calif Irvine, Irvine, CA 92717 USA
[3] Univ Penn, Philadelphia, PA 19104 USA
[4] Univ Calif Los Angeles, Los Angeles, CA USA
来源：
MARKETING LETTERS | 2007年 / 18卷 / 04期
关键词：
aging; advertising;
D O I：
10.1007/s11002-007-9016-z
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
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, regardless of product category type. In contrast, young adult consumers (age 18-25) favored affective ads only for hedonic products. They favored rational ads for utilitarian products. Results of the experiment imply that, to explain age-related differences in decision making, researchers must take into account age-related differences in motivational states apart from apparent shortfalls in cognition.
引用
收藏
页码：211 / 221
页数：11
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