search query: @author Yoon, C. / total: 3
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| Author: | Yoon, C. |
| Title: | Age differences in consumers' processing strategies: An investigation of moderating influences |
| Journal: | Journal of Consumer Research
1997 : DEC, VOL. 24:3, p. 329-342 |
| Index terms: | CONSUMERS AGEING ATTITUDES STRATEGY PROCESS REDESIGN |
| Language: | eng |
| Abstract: | This paper examines the moderating influences of two marketing-relevant variables, incongruity of message items and optimal time of day. Older and younger adults, during their optimal times of day, engage in detailed processing, but this tendency is particularly pronounced for the elderly when exposed to high-incongruity cues. During their nonoptimal time of day, by contrast, older adults seem to rely on schema-based processing regardless of the level of incongruity, whereas young adults remain detailed in their processing strategies. |
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