Age differences in recall and liking of arousing television commercials
| Autor: | M.J. van der Goot, Mariska Kleemans, E.A. van Reijmersdal |
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| Přispěvatelé: | Persuasive Communication (ASCoR, FMG) |
| Rok vydání: | 2015 |
| Předmět: | |
| Zdroj: | Communications: European Journal of Communication Research, 40, 3, pp. 295-317 Communications: European Journal of Communication Research, 40, 295-317 Communications : The European Journal of Communication Research, 40(3), 295-317. De Gruyter |
| ISSN: | 1613-4087 0341-2059 |
| Popis: | Contains fulltext : 147258.pdf (Publisher’s version ) (Open Access) This article examines whether there are differences between older and younger adults in recall and liking of arousing television commercials. As hypothesized, the experiment demonstrated that older adults remembered brands and products in calm commercials better than in arousing commercials, and they also liked calm commercials more. In contrast, younger adults remembered brands and products in arousing commercials better and they liked these commercials more. In addition, (curvi)linear relationships showed that for older adults arousal deteriorates their recall and liking, whereas for younger adults arousal - up to a certain point - is beneficial. These findings strongly suggest that advertising effects found in younger samples are unlikely to be the same for older target groups. An important practical implication is that it currently seems wise to make commercials targeted towards older adults calm instead of arousing when the aim is to generate brand recall and liking. 23 p. |
| Databáze: | OpenAIRE |
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