Abstract:

The objective of this study falls within the framework of the consumer behaviour school. We will analyse the attitude of older people to advertisements (rhetoric vs. explicit) and their brand attitude according to the degree of involvement with the product. In the course of the empirical investigation a total of 183 personal surveys were made of persons over 65 years old, taking as reference two products of different price and durability. Analysis of the results indicated that in products involving a low economic effort, the older people did not differentiate between rhetoric and explicit advertisements, whereas in products requiring greater economic effort, they presented differences in their attitude to rhetoric and explicit ads depending on their degree of involvement with the product. These differences had a strong effect on their brand attitude to the products analysed.

Keywords:

older adults, rethoric advertisement, brand attitude.