About this paper

Appears in:
Pages: 5443-5453
Publication year: 2010
ISBN: 978-84-613-5538-9
ISSN: 2340-1079

Conference name: 4th International Technology, Education and Development Conference
Dates: 8-10 March, 2010
Location: Valencia, Spain

THE MODERATING EFFECT OF THE INVOLVEMENT IN THE ATTITUDE TO AD OF ELDERLY PEOPLE

The socio economic aging that has happened lately in Spain, brings up a need of an analysis of the elder consumer’s emerging market.
Principal objective of this investigation is to analize attitude to ad of elder people and it’s consequences to the perception of the brand and purchasing intentions.
We therefore put on a theoretical model based on the dual mediation model, the independent influences model, and the ELM model.
The starting point is the concept of aging as a multidimensional process, influenced by the great amount of bio psico social variations, that have and effect over the attitude to the ad and therefore, on the perception of the brand and purchasing intentions.
In the design of this investigation we use a sample of 509 people 65 years old or above, and we empirically prove their tendency of being lowly involved.
The study demonstrates influence of the attitude to the ad over the variables of brand and purchasing intentions.
More than that, results contradict the ELM model, elder people use jointly the peripheral route and central route in the information processing, in order to understand the ad, and overcome their cognitive deficits.
@InProceedings{ESTRADAGUILLEN2010THE,
author = {Estrada Guill{\'{e}}n, M. and Moliner Tena, M.A. and S{\'{a}}nchez, J. and Fandos Roig, J.C.},
title = {THE MODERATING EFFECT OF THE INVOLVEMENT IN THE ATTITUDE TO AD OF ELDERLY PEOPLE},
series = {4th International Technology, Education and Development Conference},
booktitle = {INTED2010 Proceedings},
isbn = {978-84-613-5538-9},
issn = {2340-1079},
publisher = {IATED},
location = {Valencia, Spain},
month = {8-10 March, 2010},
year = {2010},
pages = {5443-5453}}
TY - CONF
AU - M. Estrada Guillén AU - M.A. Moliner Tena AU - J. Sánchez AU - J.C. Fandos Roig
TI - THE MODERATING EFFECT OF THE INVOLVEMENT IN THE ATTITUDE TO AD OF ELDERLY PEOPLE
SN - 978-84-613-5538-9/2340-1079
PY - 2010
Y1 - 8-10 March, 2010
CI - Valencia, Spain
JO - 4th International Technology, Education and Development Conference
JA - INTED2010 Proceedings
SP - 5443
EP - 5453
ER -
M. Estrada Guillén, M.A. Moliner Tena, J. Sánchez, J.C. Fandos Roig (2010) THE MODERATING EFFECT OF THE INVOLVEMENT IN THE ATTITUDE TO AD OF ELDERLY PEOPLE, INTED2010 Proceedings, pp. 5443-5453.
User:
Pass: