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publisher's version
Publication year
2016Publisher
Wiesbaden : Springer Gabler
Series
European Advertising Academy
ISBN
9783658105570
In
Verlegh, P.; Voorveld, H.; Eisend, M. (ed.), Advances in advertising research (Vol. VI): The digital, the classic, the subtle, and the alternative, pp. 115-124Publication type
Part of book or chapter of book

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Editor(s)
Verlegh, P.
Voorveld, H.
Eisend, M.
Organization
SW OZ BSI CW
Languages used
English (eng)
Book title
Verlegh, P.; Voorveld, H.; Eisend, M. (ed.), Advances in advertising research (Vol. VI): The digital, the classic, the subtle, and the alternative
Page start
p. 115
Page end
p. 124
Subject
Communication and MediaAbstract
Understanding older adults' responses to advertising is vital for the industry because older adults constitute a large and lucrative market: The world population is aging (United Nations, 2012) and consumers of 50 years and older have more disposable income than younger consumers (e.g., Ahmad, 2003; Carrigan and Szmigin, 2000; Moschis, 2012; Yoon et al., 2009). Surprisingly, research on older adults' processing of advertising is rather limited (e.g., Gunter, 1998; Micu and Chowdhury, 2010; Moschis, 2012; Simcock and Sudbury, 2006; Yoon et al., 2009).
This item appears in the following Collection(s)
- Academic publications [202799]
- Electronic publications [100870]
- Faculty of Social Sciences [27104]
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