Abstract
This paper analyzes the impact of self-verification on the efficacy of advertisement campaigns for the generation 50+. An experiment gives evidence that perceived similarity between the self-image and the advertisement model fosters perceived attractiveness and perceived credibility of the model as well as attitude towards the ad.
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© 2015 Academy of Marketing Science
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Hoffmann, S., Schwarz, U., Liebermann, S.C. (2015). Tailoring Advertisements for The Generation 50+: The Role of Activity and Modesty for Self-Verification. In: Robinson, Jr., L. (eds) Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10864-3_85
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DOI: https://doi.org/10.1007/978-3-319-10864-3_85
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-10863-6
Online ISBN: 978-3-319-10864-3
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