Age-Related Differences in Responses to Emotional Advertisements

12 Pages Posted: 20 Oct 2011

See all articles by Patti Williams

Patti Williams

University of Pennsylvania - The Wharton School

Aimee Drolet

University of California, Los Angeles (UCLA) - Marketing Area

Date Written: December 1, 2005

Abstract

This research investigated motivational influences associated with age on responses to emotional advertisements. Experiment 1 showed increased liking and recall of emotional ads among older consumers and that time horizon perspective moderates these age-related differences. Experiment 2 revealed influences of age and time horizon perspective on responses to different types of emotional ads. Ads focusing on avoiding negative emotions were liked and recalled more among older consumers and among young consumers made to have a limited time horizon perspective. This research illustrates the importance of considering age-related differences in information processing due to motivational as well as to cognitive changes.

Suggested Citation

Williams, Patti and Drolet, Aimee, Age-Related Differences in Responses to Emotional Advertisements (December 1, 2005). Journal of Consumer Research, Vol. 32, No. 3, 2005, Available at SSRN: https://ssrn.com/abstract=1946370

Patti Williams (Contact Author)

University of Pennsylvania - The Wharton School ( email )

Philadelphia, PA 19104
United States

Aimee Drolet

University of California, Los Angeles (UCLA) - Marketing Area ( email )

110 Westwood Plaza, Gold Hall 406
UCLA Anderson School
Los Angeles, CA 90095-1481
United States
310-206-4278 (Phone)
310-206-7422 (Fax)

Do you have negative results from your research you’d like to share?

Paper statistics

Downloads
193
Abstract Views
2,797
Rank
283,614
PlumX Metrics