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Title: The effects of emotional television advertising on older and younger adults
Author(s): Goot, M.J. van der ; Reijmersdal, E.A. van; Kleemans, M.
Publication year: 2016
In: Verlegh, P.; Voorveld, H.; Eisend, M. (ed.), Advances in advertising research (Vol. VI): The digital, the classic, the subtle, and the alternative, pp. 115-124
Publisher: Wiesbaden : Springer Gabler
ISBN: 9783658105570
Series: European Advertising Academy
DOI: https://doi.org/10.1007/978-3-658-10558-7_10
Publication type: Part of book or chapter of book

Please use this identifier to cite or link to this item : http://hdl.handle.net/2066/156904   http://hdl.handle.net/2066/156904

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Editor(s): Verlegh, P.; Voorveld, H.; Eisend, M.
Subject: Communication and Media
Organization: SW OZ BSI CW
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
Abstract:
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).
Languages used: English (eng)

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