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Age-Related Differences in Responses to Affective vs. Rational Ads for Hedonic vs. Utilitarian Products

Aimee Drolet, Patti Williams and Loraine Lau-Gesk
Marketing Letters
Vol. 18, No. 4 (Dec., 2007), pp. 211-221
Published by: Springer
Stable URL: http://www.jstor.org/stable/40216716
Page Count: 11
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Age-Related Differences in Responses to Affective vs. Rational Ads for Hedonic vs. Utilitarian Products
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Abstract

This research investigated the moderating role of product category type (hedonic vs. utilitarian) on age-related differences in responses to affective vs. rational ads. An experiment showed that elderly consumers (age 65 plus) had more favorable attitudes toward affective (vs. rational) ads, regardless of product category type. In contrast, young adult consumers (age 18-25) favored affective ads only for hedonic products. They favored rational ads for utilitarian products. Results of the experiment imply that, to explain age-related differences in decision making, researchers must take into account age-related differences in motivational states apart from apparent shortfalls in cognition.

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