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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van der Goot, M., van Reijmersdal, E., Kleemans, M. (2016). The Effects of Emotional Television Advertising on Older and Younger Adults. In: Verlegh, P., Voorveld, H., Eisend, M. (eds) Advances in Advertising Research (Vol. VI). European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-10558-7_10
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