Age-related differences in responses to affective vs. rational ads for hedonic vs. utilitarian products |
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| Authors: | Aimee Drolet Patti Williams Loraine Lau-Gesk |
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| Institution: | (1) University of California, Los Angeles, Los Angeles, CA, USA;(2) University of Pennsylvania, Philadelphia, PA, USA;(3) University of California, Irvine, Irvine, CA, USA;(4) UCLA Anderson School, 110 Westwood Plaza, Gold Hall 406, Los Angeles, CA 90095, USA |
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| Abstract: | This research investigated the moderating role of product category type (hedonic vs. utilitarian) on age-related differences
in responses to affective vs. rational ads. An experiment showed that elderly consumers (age 65 plus) had more favorable attitudes
toward affective (vs. rational) ads, regardless of product category type. In contrast, young adult consumers (age 18–25) favored
affective ads only for hedonic products. They favored rational ads for utilitarian products. Results of the experiment imply
that, to explain age-related differences in decision making, researchers must take into account age-related differences in
motivational states apart from apparent shortfalls in cognition. |
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| Keywords: | Aging Advertising |
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