About this paper

Appears in:
Pages: 2149-2160
Publication year: 2009
ISBN: 978-84-612-7578-6
ISSN: 2340-1079

Conference name: 3rd International Technology, Education and Development Conference
Dates: 9-11 March, 2009
Location: Valencia, Spain

THE OLDER ADULTS: ATTITUDE TO RHETORIC VS. EXPLICIT ADVERTISEMENTS AND BRAND ATTITUDE

M. Estrada, M.A. Moliner, J. Sanchez

Universitat Jaume I (SPAIN)
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.
@InProceedings{ESTRADA2009THE,
author = {Estrada, M. and Moliner, M.A. and Sanchez, J.},
title = {THE OLDER ADULTS: ATTITUDE TO RHETORIC VS. EXPLICIT ADVERTISEMENTS AND BRAND ATTITUDE},
series = {3rd International Technology, Education and Development Conference},
booktitle = {INTED2009 Proceedings},
isbn = {978-84-612-7578-6},
issn = {2340-1079},
publisher = {IATED},
location = {Valencia, Spain},
month = {9-11 March, 2009},
year = {2009},
pages = {2149-2160}}
TY - CONF
AU - M. Estrada AU - M.A. Moliner AU - J. Sanchez
TI - THE OLDER ADULTS: ATTITUDE TO RHETORIC VS. EXPLICIT ADVERTISEMENTS AND BRAND ATTITUDE
SN - 978-84-612-7578-6/2340-1079
PY - 2009
Y1 - 9-11 March, 2009
CI - Valencia, Spain
JO - 3rd International Technology, Education and Development Conference
JA - INTED2009 Proceedings
SP - 2149
EP - 2160
ER -
M. Estrada, M.A. Moliner, J. Sanchez (2009) THE OLDER ADULTS: ATTITUDE TO RHETORIC VS. EXPLICIT ADVERTISEMENTS AND BRAND ATTITUDE, INTED2009 Proceedings, pp. 2149-2160.
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