Attitudes Towards Ads and Age. A Study in Seniors

Autores

  • Marta M. Estrada Universitat Jaume I
  • Diego Monferrer Universitat Jaume I, Castellón (Spain)
  • Miguel A. Moliner Universitat Jaume I, Castellón (Spain)
  • Javier Sánchez Universitat Jaume I, Castellón (Spain)

DOI:

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

Palavras-chave:

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

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

Biografia do Autor

Marta M. Estrada, Universitat Jaume I

Professora Marta EstradaDepartamento de Administración de Empresas y Marketing. Facultad de Jurídicas y Empresariales.Universitat Jaume I (Spain)

Diego Monferrer, Universitat Jaume I, Castellón (Spain)

Department of Business Administration and Marketing Universitat Jaume I, Castellón (Spain)  

Miguel A. Moliner, Universitat Jaume I, Castellón (Spain)

Department of Business Administration and Marketing Universitat Jaume I, Castellón (Spain)  

Javier Sánchez, Universitat Jaume I, Castellón (Spain)

Department of Business Administration and Marketing Universitat Jaume I, Castellón (Spain)  

Publicado

11.08.2014

Como Citar

Estrada, M. M., Monferrer, D., Moliner, M. A., & Sánchez, J. (2014). Attitudes Towards Ads and Age. A Study in Seniors. ReMark - Revista Brasileira De Marketing, 13(3), 01–16. https://doi.org/10.5585/remark.v13i3.2725

Edição

Seção

Artigos