Attitudes towards ads and age. A study in seniors. The combination of chronological and cognitive age as an effective predictive criterion of attitudes
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Altres documents de l'autoria: Moliner, Miguel Angel; Estrada, Marta; Monferrer Tirado, Diego; Sánchez-García, Javier
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Títol
Attitudes towards ads and age. A study in seniors. The combination of chronological and cognitive age as an effective predictive criterion of attitudesData de publicació
2014Editor
Universidade Nove de JulhoISSN
2177-5184Cita bibliogràfica
ESTRADA, MARTA, et al. Attitudes Towards Ads and Age. A Study in Seniors. The Combination of Chronological and Cognitive age as an Effective Predictive Criterion of Attitudes. Brazilian Journal of Marketing, 2014, vol. 13, no 3, p. 1-16Tipus de document
info:eu-repo/semantics/articleVersió de l'editorial
http://www.revistabrasileiramarketing.org/ojs-2.2.4/index.php/remark/article/vie ...Paraules clau / Matèries
Resum
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 ... [+]
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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Revista Brasileira de Marketing (2014), Vol. 13, Núm. 3 pp. 1-16Drets d'accés
info:eu-repo/semantics/openAccess
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