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| Author: | Micu, C.C. Chowdhury, T.G. |
| Title: | The effect of ageing and time horizon perspective on consumers' response to promotion versus prevention focus advertisement |
| Journal: | International Journal of Advertising
2010 : VOL. 29:4 p. 621-642 |
| Index terms: | ageing advertising advertising effectiveness |
| Language: | eng |
| Abstract: | The article examines the effect of ageing and time horizon perspective on consumers' responses to promotion versus prevention focus advertisements. The findings reveal that both younger and older adults had more positive responses to prevention versus promotion focus advertisements when they had to think time as limited. When they were told to regard time as expansive, they liked promotion focus better. If they were given no time horizon, younger adults liked both promotion and prevention advertisements whereas older consumers preferred prevention messages. |
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