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Age-related differences in responses to affective vs. rational ads for hedonic vs. utilitarian products

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Abstract

This research investigated the moderating role of product category type (hedonic vs. utilitarian) on age-related differences in responses to affective vs. rational ads. An experiment showed that elderly consumers (age 65 plus) had more favorable attitudes toward affective (vs. rational) ads, regardless of product category type. In contrast, young adult consumers (age 18–25) favored affective ads only for hedonic products. They favored rational ads for utilitarian products. Results of the experiment imply that, to explain age-related differences in decision making, researchers must take into account age-related differences in motivational states apart from apparent shortfalls in cognition.

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Author information

Authors and Affiliations

  1. University of California, Los Angeles, Los Angeles, CA, USA

    Aimee Drolet

  2. University of Pennsylvania, Philadelphia, PA, USA

    Patti Williams

  3. University of California, Irvine, Irvine, CA, USA

    Loraine Lau-Gesk

  4. UCLA Anderson School, 110 Westwood Plaza, Gold Hall 406, Los Angeles, CA, 90095, USA

    Aimee Drolet

Authors
  1. Aimee Drolet
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  2. Patti Williams
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  3. Loraine Lau-Gesk
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Corresponding author

Correspondence to Aimee Drolet.

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Table 1 Ad stimuli examples
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Drolet, A., Williams, P. & Lau-Gesk, L. Age-related differences in responses to affective vs. rational ads for hedonic vs. utilitarian products. Market Lett 18, 211–221 (2007). https://doi.org/10.1007/s11002-007-9016-z

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  • DOI: https://doi.org/10.1007/s11002-007-9016-z

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