TITLE

Perspectives From Industry and Academic Research on Elderly Adults' Responses To Advertising

AUTHOR(S)
Cole, Catherine A.
PUB. DATE
January 1991
SOURCE
Advances in Consumer Research;1991, Vol. 18 Issue 1, p515
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The article discusses the outcome of a consumer research session to conducted to discuss developments in advertising to the elderly market. It focuses on ways in which the cognitive, affective and behavioral responses of the elderly differ and resemble those of younger adults. Generalizations on the elderly as consumers were reached, namely they respond well to message appeals that promise clear unique benefits from brand usage, they appear to thing less about advertising and that their market is diverse and open to segmentation.
ACCESSION #
6522235

 

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