Open AccessAttitudes Towards Ads and Age. A Study in Seniors
Author(s) -
Marta Estrada,
Diego Monferrer,
Miguel Ángel Moliner Tena,
Javier Sánchez
Publication year - 2014
Publication title -
remark - revista brasileira de marketing
Language(s) - English
Resource type - Journals
ISSN - 2177-5184
DOI - 10.5585/remark.v13i3.2725
Subject(s) - purchasing , age groups , cognition , psychology , diversity (politics) , market segmentation , order (exchange) , marketing , social psychology , advertising , demography , business , sociology , finance , neuroscience , anthropology
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. 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.v13i3.272