The influence of need for cognition and need for emotion on elderly responses to advertising: an exploratory study and implications for change in management

Abstract

PurposeThis paper examines the relationship between “chronological age” and the individual difference variables: “Need for cognition” (NFC) and “Need for emotion” (NFE). More specifically, this study investigates the influence of these individual difference variables on elderly responses towards advertising.Design/methodology/approachThis study is based on a sample of 600 individuals. 300 elderly aged between 60 and 75 years old (average age: 67.67 years old), recruited from institutions and third age universities in Paris and 300 young adults, aged between 20 and 35 years old (average age: 25.14 years old) from academic institutions in Paris.FindingsThe findings show that NFC and NFE have different levels depending on age. Indeed, NFC is lower among older than younger individuals, and NFE is higher among older than younger individuals. Moreover, different levels in NFC and NFE may affect responses to ads. Thus, a high NFC can elicit more favorable cognitive responses to ads and a high NFE triggers more favorable affective responses.Research limitations/implicationsThe study investigates specifically the effects of chronological age on the individual difference variables NFC and NFE; however, the influence of chronological age on these individual variables may be affected by other variables such as subjective age, level of education and physical condition.Practical implicationsGiven that NFC and NFE are dynamic variables that change with age and that they influence responses to advertising, it would be necessary to take them into account and to integrate them when building management persuasion models specifically targeting the elderly.Originality/valueThis study focuses on the influence of individual variables (NFE and NFC) on responses to advertising, of an underexplored population: the elderly. This could help to better understand the persuasion mechanisms when it comes to targeting the elderly both outside and inside organizations, with deriving implications for change in management.