Attitudes Towards Ads and Age: A Study in Seniors

Detalhes bibliográficos
Autor(a) principal: Estrada, Marta M.
Data de Publicação: 2014
Outros Autores: Monferrer, Diego, Moliner, Miguel A., Sánchez, Javier
Tipo de documento: Artigo
Idioma: eng
por
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/12036
Resumo: Older adults make up one of the markets with the greatest potential in the future. It is essential that businesses take the diversity within this group into account, and perform segmentation in order to obtain a favorable attitude towards the ad. The potential for segmentation by chronological age has been called into question in recent years, with cognitive age emerging as the main alternative. This research aims to analyses the relationship between the variables of attitude towards the ad, attitude towards the brand and purchasing intention among older adults, noting the moderating effect of the joint use of chronological age and cognitive age on these items.
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spelling Attitudes Towards Ads and Age: A Study in SeniorsAttitudes Towards Ads and Age. A Study in SeniorsCognitive age, Advertising, Attitude towards the ad, Older adults.Cognitive age, Advertising, Attitude towards the ad, Older adultsOlder adults make up one of the markets with the greatest potential in the future. It is essential that businesses take the diversity within this group into account, and perform segmentation in order to obtain a favorable attitude towards the ad. The potential for segmentation by chronological age has been called into question in recent years, with cognitive age emerging as the main alternative. This research aims to analyses the relationship between the variables of attitude towards the ad, attitude towards the brand and purchasing intention among older adults, noting the moderating effect of the joint use of chronological age and cognitive age on these items.Older adults make up one of the markets with the greatest potential in the future. It is essential that businesses take the diversity within this group into account, and perform segmentation in order to obtain a favorable attitude towards the ad. The potential for segmentation by chronological age has been called into question in recent years, with cognitive age emerging as the main alternative. This research aims to analyses the relationship between the variables of attitude towards the ad, attitude towards the brand and purchasing intention among older adults, noting the moderating effect of the joint use of chronological age and cognitive age on these items.DOI: 10.5585/remark.v13i3.2725Universidade Nove de Julho - Uninove2014-08-11info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1203610.5585/remark.v13i3.2725ReMark - Revista Brasileira de Marketing; v. 13, n. 3 (2014): Abril - Junho; 01-162177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMengporhttps://periodicos.uninove.br/remark/article/view/12036/5672https://periodicos.uninove.br/remark/article/view/12036/5673Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessEstrada, Marta M.Monferrer, DiegoMoliner, Miguel A.Sánchez, Javier2019-02-19T17:43:35Zoai:https://periodicos.uninove.br:article/12036Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-02-19T17:43:35REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv Attitudes Towards Ads and Age: A Study in Seniors
Attitudes Towards Ads and Age. A Study in Seniors
title Attitudes Towards Ads and Age: A Study in Seniors
spellingShingle Attitudes Towards Ads and Age: A Study in Seniors
Estrada, Marta M.
Cognitive age, Advertising, Attitude towards the ad, Older adults.
Cognitive age, Advertising, Attitude towards the ad, Older adults
title_short Attitudes Towards Ads and Age: A Study in Seniors
title_full Attitudes Towards Ads and Age: A Study in Seniors
title_fullStr Attitudes Towards Ads and Age: A Study in Seniors
title_full_unstemmed Attitudes Towards Ads and Age: A Study in Seniors
title_sort Attitudes Towards Ads and Age: A Study in Seniors
author Estrada, Marta M.
author_facet Estrada, Marta M.
Monferrer, Diego
Moliner, Miguel A.
Sánchez, Javier
author_role author
author2 Monferrer, Diego
Moliner, Miguel A.
Sánchez, Javier
author2_role author
author
author
dc.contributor.author.fl_str_mv Estrada, Marta M.
Monferrer, Diego
Moliner, Miguel A.
Sánchez, Javier
dc.subject.por.fl_str_mv Cognitive age, Advertising, Attitude towards the ad, Older adults.
Cognitive age, Advertising, Attitude towards the ad, Older adults
topic Cognitive age, Advertising, Attitude towards the ad, Older adults.
Cognitive age, Advertising, Attitude towards the ad, Older adults
description Older adults make up one of the markets with the greatest potential in the future. It is essential that businesses take the diversity within this group into account, and perform segmentation in order to obtain a favorable attitude towards the ad. The potential for segmentation by chronological age has been called into question in recent years, with cognitive age emerging as the main alternative. This research aims to analyses the relationship between the variables of attitude towards the ad, attitude towards the brand and purchasing intention among older adults, noting the moderating effect of the joint use of chronological age and cognitive age on these items.
publishDate 2014
dc.date.none.fl_str_mv 2014-08-11
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
Peer-reviewed Article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/12036
10.5585/remark.v13i3.2725
url https://periodicos.uninove.br/remark/article/view/12036
identifier_str_mv 10.5585/remark.v13i3.2725
dc.language.iso.fl_str_mv eng
por
language eng
por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/12036/5672
https://periodicos.uninove.br/remark/article/view/12036/5673
dc.rights.driver.fl_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 13, n. 3 (2014): Abril - Junho; 01-16
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
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