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

被引：109
|
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; ADVERTISEMENTS; FEELINGS; EMOTION; MEMORY;
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
相关论文
共 50 条
  • [41] Basis of Bone Strength vs. Bone Fragility: A Review of Determinants of Age-Related Hip Fracture Risk
    Djonic, Danijela
    Milovanovic, Petar
    Djuric, Marija
    SRPSKI ARHIV ZA CELOKUPNO LEKARSTVO, 2013, 141 (7-8) : 548 - 552
  • [42] Maturity and activity-related differences in bone mineral density: Tanner I vs. II and gymnasts vs. non-gymnasts
    Dowthwaite, Jodi N.
    DiStefano, James G.
    Ploutz-Snyder, Robert J.
    Kanaley, Jill A.
    Scerpella, Tamara A.
    BONE, 2006, 39 (04) : 895 - 900
  • [43] Age-related changes in the intrinsic functional connectivity of the human ventral vs. dorsal striatum from childhood to middle age
    Porter, James N.
    Roy, Amy K.
    Benson, Brenda
    Carlisi, Christina
    Collins, Paul F.
    Leibenluft, Ellen
    Pine, Daniel S.
    Luciana, Monica
    Ernst, Monique
    DEVELOPMENTAL COGNITIVE NEUROSCIENCE, 2015, 11 : 83 - 95
  • [44] Warm for fun, cool for work: the effect of color temperature on users' attitudes and behaviors toward hedonic vs. utilitarian mobile apps
    Volkova, Arina
    Cho, Hyejeung
    JOURNAL OF RESEARCH IN INTERACTIVE MARKETING, 2024,
  • [45] Differences in functional immune responses of high vs. low hardy healthy individuals
    Dolbier, CL
    Cocke, RR
    Leiferman, JA
    Steinhardt, MA
    Schapiro, SJ
    Nehete, PN
    Perlman, JE
    Sastry, J
    JOURNAL OF BEHAVIORAL MEDICINE, 2001, 24 (03) : 219 - 229
  • [46] Differences in Functional Immune Responses of High vs. Low Hardy Healthy Individuals
    Christyn L. Dolbier
    Robert R. Cocke
    Jenn A. Leiferman
    Mary A. Steinhardt
    Steven J. Schapiro
    Pramod N. Nehete
    Jaine E. Perlman
    Jagannadha Sastry
    Journal of Behavioral Medicine, 2001, 24 : 219 - 229
  • [47] IMMORAL INTENTIONS VS. ACCIDENTAL ACTIONS: AGE DIFFERENCES IN ENDORSEMENTS OF ANGER AND DISGUST
    Minton, Alyssa
    Snyder, Jason
    Young, Nathaniel
    Graupmann, Verena
    Mikels, Joseph
    INNOVATION IN AGING, 2021, 5 : 767 - 767
  • [48] MATERIAL VS. PSYCHOSOCIAL EXPLANATIONS OF EDUCATIONAL DIFFERENCES IN OLD-AGE FUNCTIONING
    Groffen, D. A.
    Bosma, H.
    Tan, F.
    van den Akker, M.
    Kempen, G. I.
    Van Eijk, J.
    GERONTOLOGIST, 2010, 50 : 160 - 160
  • [49] AGE-RELATED DIFFERENCES IN SPATIAL VS VISUAL-IMAGERY TASKS
    SMITH, AD
    BENHAM, AE
    STINE, EL
    GERONTOLOGIST, 1983, 23 : 239 - 240
  • [50] Age-related declines in maximal aerobic capacity in regularly exercising vs. sedentary women: A meta-analysis
    Fitzgerald, MD
    Tanaka, H
    Tran, ZV
    Seals, DR
    JOURNAL OF APPLIED PHYSIOLOGY, 1997, 83 (01) : 160 - 165
12345