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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Other documents of the author: Moliner, Miguel Angel; Estrada, Marta; Monferrer Tirado, Diego; Sánchez-García, Javier
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Show full item recordcomunitat-uji-handle:10234/9
comunitat-uji-handle2:10234/8645
comunitat-uji-handle3:10234/8646
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Title
Attitudes towards ads and age. A study in seniors. The combination of chronological and cognitive age as an effective predictive criterion of attitudesDate
2014Publisher
Universidade Nove de JulhoISSN
2177-5184Bibliographic citation
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. 1-16Type
info:eu-repo/semantics/articlePublisher version
http://www.revistabrasileiramarketing.org/ojs-2.2.4/index.php/remark/article/vie ...Subject
Abstract
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. 1-16Rights
info:eu-repo/semantics/openAccess
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- EMP_Articles [455]
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