The representation of the elderly in advertising: An examination of the effect of cognitive age and chronological age
Abstract
Elderly consumers are an important market in terms of size, growth, income, and buying power. However, there is little empirical research on the attitudes of elderly consumers toward older persons portrayed in advertising. An attempt is made to gain a clearer understanding of the interactions between chronological age, cognitive age (the age to which elderly individuals relate) and different age-decade spokespersons in print ads. It was hypothesized that respondents who are cognitively close to their chronological age will prefer ad spokespersons whose chronological age is similar to their own age. It was also hypothesized that respondents who are cognitively younger will prefer ad spokespersons whose chronological age is at least one-decade younger than their chronological age. The data were obtained from a questionnaire administered to older people at 18 senior centers. Two hundred and eighteen valid surveys were completed as part of a 2 x 2 x 3 factorial design, that is, two levels of cognitive age (cognitive close, cognitive younger), two levels of chronological age (65 to 74, over 74) and three levels of chronological age-related spokespersons ((mature (55-64) model, young/old (65-74) model, old/old (over 74) model)). The results supported the hypotheses. For people 65 to 74 years old who are "cognitive younger", the model aged 55-64 was more credible and favorable than the model aged 65 to 74 and model aged over 74. Likewise, people over 74 who consider themselves cognitively younger, the model aged 65 to 74 was more credible and favorable than the model aged 55 to 64 and model aged over 74. These findings indicate cognitive age in conjunction with chronological age can provide more precise and clear information for advertising strategy. Therefore, marketers and advertisers who are promoting products to consumers aged 65 to 74 years whose cognitive age is "cognitive younger" should use ad models aged 55 to 64. Likewise, if the target market is consumers aged 74 and over whose cognitive age is "cognitive younger", ad models aged 65 to 74 should be used.
Degree
Ph.D.
Advisors
Feinberg, Purdue University.
Subject Area
Marketing|Gerontology
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