- Age differences in liking and recall of arousing television commercials
- 10th International Conference on Research in Advertising (ICORIA)
- Book/source title
- The 10th ICORIA 2011 Berlin: June 23rd-25th 2011: conference programme [DVD]
- European Advertising Academy
- Document type
- Conference contribution
- Faculty of Social and Behavioural Sciences (FMG)
- Amsterdam School of Communication Research (ASCoR)
This paper examines age differences in liking of arousing television commercials and recall of the advertised brands and products. Based on the activation theory of information exposure, sensation seeking theory and the limited capacity model of mediated message processing, we expect that the effects of arousing commercials on liking and recall are moderated by age. An experiment (N = 66) indeed demonstrated that older adults showed more liking of calm commercials and better recall of the brands and products in these commercials than in arousing ones, whereas younger adults liked the arousing commercials more and remembered brand and products in these better.
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