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.