Attitudes Towards Ads and Age. A Study in Seniors

Marta M. Estrada, Diego Monferrer, Miguel A. Moliner, Javier Sánchez

Resumo


Older adults make up one of the markets with the greatest potential in the future. It is essential that businesses take the diversity within this group into account, and perform segmentation in order to obtain a favorable attitude towards the ad. The potential for segmentation by chronological age has been called into question in recent years, with cognitive age emerging as the main alternative. This research aims to analyses the relationship between the variables of attitude towards the ad, attitude towards the brand and purchasing intention among older adults, noting the moderating effect of the joint use of chronological age and cognitive age on these items. 

 

DOI: 10.5585/remark.v13i3.2725


Palavras-chave


Cognitive age, Advertising, Attitude towards the ad, Older adults

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DOI: https://doi.org/10.5585/remark.v13i3.2725

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Direitos autorais 2019 Revista Brasileira de Marketing – Remark



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