About this paper

Appears in:
Pages: 120-127
Publication year: 2011
ISBN: 978-84-614-7423-3
ISSN: 2340-1079

Conference name: 5th International Technology, Education and Development Conference
Dates: 7-9 March, 2011
Location: Valencia, Spain

A SCALE TO MEASURE THE ATTITUDES OF OLDER ADULTS TOWARDS ADVERTISEMENTS

Increased longevity is giving rise to a significant social and economic change in the so-called developed countries. This scenario is progressively shaping a social group with specific (biological, psychological, social and economic) characteristics which presents certain demands that must be met from the point of view of businesses However, despite their specific characteristics, older adults’ attitudes are still measured with instruments similar to those used with younger consumers. This study presents a scale adapted and designed to measure the attitudes to advertisements as expressed by older adults. Following a review of the literature on the concept of attitudes towards advertisements, a two-dimensional scale comprising the affective and cognitive dimensions is proposed. The validity of the scale specifically used for the older adult population is empirically confirmed by the SEM technique, on a sample of 509 subjects.
@InProceedings{ESTRADAGUILLEN2011ASC,
author = {Estrada Guill{\'{e}}n, M. and S{\'{a}}nchez Garc{\'{i}}a, J. and Moliner Tena, M.A. and Fandos Roig, J.C.},
title = {A SCALE TO MEASURE THE ATTITUDES OF OLDER ADULTS TOWARDS ADVERTISEMENTS},
series = {5th International Technology, Education and Development Conference},
booktitle = {INTED2011 Proceedings},
isbn = {978-84-614-7423-3},
issn = {2340-1079},
publisher = {IATED},
location = {Valencia, Spain},
month = {7-9 March, 2011},
year = {2011},
pages = {120-127}}
TY - CONF
AU - M. Estrada Guillén AU - J. Sánchez García AU - M.A. Moliner Tena AU - J.C. Fandos Roig
TI - A SCALE TO MEASURE THE ATTITUDES OF OLDER ADULTS TOWARDS ADVERTISEMENTS
SN - 978-84-614-7423-3/2340-1079
PY - 2011
Y1 - 7-9 March, 2011
CI - Valencia, Spain
JO - 5th International Technology, Education and Development Conference
JA - INTED2011 Proceedings
SP - 120
EP - 127
ER -
M. Estrada Guillén, J. Sánchez García, M.A. Moliner Tena, J.C. Fandos Roig (2011) A SCALE TO MEASURE THE ATTITUDES OF OLDER ADULTS TOWARDS ADVERTISEMENTS, INTED2011 Proceedings, pp. 120-127.
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