Older consumers prefer emotional appeals

November 14, 2005

A growing body of research on older consumers reveals that as we grow older we become more emotional. This emotion often causes susceptibility to misleading advertising. But in a forthcoming article in the Journal of Consumer Research, researchers from the University of Pennsylvania and the University of California--Los Angeles explore age-based reactions to advertising appeals and found that, in many cases, age is less of a factor than motivational states and goals.

In two experiments, the researchers sought to better understand how "time horizon" affects a consumer's interpretation of a marketing message.

"We find that older adults generally prefer and have better memory for emotional appeals. In contrast, younger adults tend to prefer and have better memory for more rational appeals. However, when time horizon perspectives are manipulated to be short, all participants prefer emotional appeals, regardless of age. Similarly, when time horizon perspectives are manipulated to be long, all prefer rational appeals, regardless of age," explain Patti Williams (UPenn) and Aimee Drolet (UCLA).

The research is exceptionally important due to a burgeoning older population of consumers, who comprise a major market segment. As the researchers write: "Understanding the goals of older adults' consumption activities is key for marketers seeking to create products and services relevant to them."
Williams, Patti and Aimee Drolet. "Age-Related Differences in Responses to Emotional Advertisements." Journal of Consumer Research, Dec 2005.

University of Chicago Press Journals

Related Memory Articles from Brightsurf:

Memory of the Venus flytrap
In a study to be published in Nature Plants, a graduate student Mr.

Memory protein
When UC Santa Barbara materials scientist Omar Saleh and graduate student Ian Morgan sought to understand the mechanical behaviors of disordered proteins in the lab, they expected that after being stretched, one particular model protein would snap back instantaneously, like a rubber band.

Previously claimed memory boosting font 'Sans Forgetica' does not actually boost memory
It was previously claimed that the font Sans Forgetica could enhance people's memory for information, however researchers from the University of Warwick and the University of Waikato, New Zealand, have found after carrying out numerous experiments that the font does not enhance memory.

Memory boost with just one look
HRL Laboratories, LLC, researchers have published results showing that targeted transcranial electrical stimulation during slow-wave sleep can improve metamemories of specific episodes by 20% after only one viewing of the episode, compared to controls.

VR is not suited to visual memory?!
Toyohashi university of technology researcher and a research team at Tokyo Denki University have found that virtual reality (VR) may interfere with visual memory.

The genetic signature of memory
Despite their importance in memory, the human cortex and subcortex display a distinct collection of 'gene signatures.' The work recently published in eNeuro increases our understanding of how the brain creates memories and identifies potential genes for further investigation.

How long does memory last? For shape memory alloys, the longer the better
Scientists captured live action details of the phase transitions of shape memory alloys, giving them a better idea how to improve their properties for applications.

A NEAT discovery about memory
UAB researchers say over expression of NEAT1, an noncoding RNA, appears to diminish the ability of older brains to form memories.

Molecular memory can be used to increase the memory capacity of hard disks
Researchers at the University of Jyväskylä have taken part in an international British-Finnish-Chinese collaboration where the first molecule capable of remembering the direction of a magnetic above liquid nitrogen temperatures has been prepared and characterized.

Memory transferred between snails
Memories can be transferred between organisms by extracting ribonucleic acid (RNA) from a trained animal and injecting it into an untrained animal, as demonstrated in a study of sea snails published in eNeuro.

Read More: Memory News and Memory Current Events
Brightsurf.com is a participant in the Amazon Services LLC Associates Program, an affiliate advertising program designed to provide a means for sites to earn advertising fees by advertising and linking to Amazon.com.