A SCALE TO MEASURE THE ATTITUDES OF OLDER ADULTS TOWARDS ADVERTISEMENTS

M. Estrada Guillén, J. Sánchez García, M.A. Moliner Tena, J.C. Fandos Roig

Universitat Jaume I (SPAIN)
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.
keywords: older adults, attitude towards advertisements, scale.