The effects of emotional television advertising on older and younger adults

Open Access
Authors
Publication date 2016
Host editors
  • P. Verlegh
  • H. Voorveld
  • M. Eisend
Book title Advances in Advertising Research (Vol. VI)
Book subtitle The Digital, the Classic, the Subtle, and the Alternative
ISBN
  • 9783658105570
ISBN (electronic)
  • 9783658105587
Series European Advertising Academy
Event ICORIA 2014: EAA's 13th International Conference on Research in Advertising: Amsterdam, the Netherlands: June 26 - 28, 2014
Pages (from-to) 115-124
Publisher Wiesbaden: Springer Gabler
Organisations
  • Faculty of Social and Behavioural Sciences (FMG) - Amsterdam School of Communication Research (ASCoR)
Abstract Understanding older adults’ responses to advertising is vital for the industry because older adults constitute a large and lucrative market: The world population is aging (United Nations, 2012) and consumers of 50 years and older have more disposable income than younger consumers (e.g., Ahmad, 2003; Carrigan and Szmigin, 2000; Moschis, 2012; Yoon et al., 2009). Surprisingly, research on older adults’ processing of advertising is rather limited (e.g., Gunter, 1998; Micu and Chowdhury, 2010; Moschis, 2012; Simcock and Sudbury, 2006; Yoon et al., 2009).
Document type Conference contribution
Language English
Published at https://doi.org/10.1007/978-3-658-10558-7_10
Downloads
502306 (Final published version)
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