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| Author: | Cole, C. A. Houston, M. J. |
| Title: | Encoding and media effects on consumer learning deficiencies in the elderly. |
| Journal: | Journal of Marketing Research
1987 : FEB, VOL. 24:1, p. 55-63 |
| Index terms: | CONSUMER INFORMATION AGEING ADVERTISING MEDIA |
| Language: | eng |
| Abstract: | Alternative cognitive explanations of memory deficiences in the elderly suggest certain conditions in which elderly might be expected to learn less than younger adults in a consumer information processing context The authors investigated these conditions using the levels-of-processing framework for the study of memeory. These findings suggest that marketers face unique problems in reaching this increasingly attractive market segment. |
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