Affiliation:
1. University of Paris-Sud, PESOR Laboratory University of Paris-Sud – IUT
2. University of Montpellier 1, MRM Laboratory Faculty of Economic and Social Administration
Abstract
The aim of this paper is to determine the effect of the perceived age of the model shown in an ad on different variables pertaining to the advertisement's effectiveness, namely attitudes, beliefs and purchase intention. This effect has been examined on two populations – young adults and seniors – taking into account the chronological age of the respondents as well as the subjective age of the seniors. The results show that the model's age plays a crucial role in advertising effectiveness, and that its impact varies according to the respondent's chronological and subjective age. In addition, the closeness of the perceived age of the model to the respondent's actual or subjective age also plays a key role.
Cited by
17 articles.
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