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- Title
Les effets de l'âge du mannequin sur les consommateurs séniors et sur la marque présente dans la publicité: le rôle de la similarité.
- Authors
Bourcier-Béquaert, Bénédicte; De Barnier, Virginie
- Abstract
This article highlights an advertising strategy implemented by some consumer brands: using senior citizen models in order to appeal to this same target group. In order to gain a better understanding of the model's age action mechanism, an empirical study was carried out on 277 senior women aged from 60-70 years old. It gives evidence that the age of the model plays a major role in the feeling of similarity, when considering the receivers' subjective age. It has positive effects on consumers' evaluation of the advertised brand for two categories of products (food and cosmetics).
- Publication
Décisions Marketing, 2014, Issue 76, p77
- ISSN
0779-7389
- Publication type
Article
- DOI
10.7193/DM.076.77.92