Abstract
Understanding older adults’ responses to advertising is vital for the industry because older adults constitute a large and lucrative market: The world population is aging (United Nations, 2012) and consumers of 50 years and older have more disposable income than younger consumers (e.g., Ahmad, 2003; Carrigan and Szmigin, 2000; Moschis, 2012; Yoon et al., 2009). Surprisingly, research on older adults’ processing of advertising is rather limited (e.g., Gunter, 1998; Micu and Chowdhury, 2010; Moschis, 2012; Simcock and Sudbury, 2006; Yoon et al., 2009).
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CITATION STYLE
van der Goot, M. J., van Reijmersdal, E. A., & Kleemans, M. (2016). The Effects of Emotional Television Advertising on Older and Younger Adults. In Advances in Advertising Research (Vol. VI) (pp. 115–124). Springer Fachmedien Wiesbaden. https://doi.org/10.1007/978-3-658-10558-7_10
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