Processing information of elder people and their attitude towards ads

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M. Estrada
Universitat Jaume I de Castellón (Spain)
Spain
J. Sánchez
Universitat Jaume I de Castellón (Spain)
Spain
J.C. Fandos
Universitat Jaume I de Castellón (Spain)
Spain
Vol. 01 No. 07 (2011), Articles (open section), pages 3-31
DOI: https://doi.org/10.17979/redma.2011.01.07.4721
Submitted: Nov 26, 2018 Accepted: Nov 26, 2018
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Abstract

Population ageing is a phenomenon of great socio-economic importance with major consequences for business. Analysis of older consumers and of their peculiarities is important for achieving effective advertising communication. This study analyses the antecedents of older people’s attitude to the ad and its effects on the brand attitude and purchasing intention in conditions of low involvement with the ad. From a sample consisting of 509 individuals, the general model posited is confirmed and older people are found to use both persuasion paths jointly in the cognitive processing of the ad.

Keywords:

older people, attitude to the ad, low involvement

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