1997
DOI: 10.1080/02650487.1997.11104671
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Will Older Models Turn Off Shoppers?

Abstract: Little is known about the sales effects of different aged models on older (65 years and over) and younger (less than 65 years) consumers. This is an important issue because marketers have expressed some fear about using older models in the promotion of products directed at multiple age groups. This article presents the results of a study of 3,390 consumers' sales response to older, younger, and a combination of older and younger models in point‐of‐purchase advertising for an age‐free product. The results indic… Show more

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Cited by 32 publications
(47 citation statements)
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“…Some thought that the lack of older models was related to the advertiser's belief that they would alienate their most important audience Ð the youth market (Deutsch et al, 1986;Mathes et al, 1985;Mazis et al, 1992;Sawchuck, 1995). However, to counter this assertion, there was some evidence to show that older models were viewed at the very least neutrally, even positively, by younger audiences for many products (Greco et al, 1997;Gubernick, 1996;Milliman and Erffmeyer, 1990). One answer to the issue of older models was put forward by Greco (1989).…”
Section: Introductionmentioning
confidence: 92%
“…Some thought that the lack of older models was related to the advertiser's belief that they would alienate their most important audience Ð the youth market (Deutsch et al, 1986;Mathes et al, 1985;Mazis et al, 1992;Sawchuck, 1995). However, to counter this assertion, there was some evidence to show that older models were viewed at the very least neutrally, even positively, by younger audiences for many products (Greco et al, 1997;Gubernick, 1996;Milliman and Erffmeyer, 1990). One answer to the issue of older models was put forward by Greco (1989).…”
Section: Introductionmentioning
confidence: 92%
“…In a content analysis, Chang (2008b) reveals that the average perceived age of the major characters in 1,177 print ads is 28.17, and 80.60% of them are younger than 30 years. Subsequent research in the United States considers how elderly consumers respond to models of various ages (Greco et al 1997;Milliman and Erffmeyer 1990), with the underlying assumption that models offer salient cues that affect consumers' responses to advertising. This assumption should hold whether the target audience is the elderly or younger consumers and across cultures.…”
Section: Cognitive Age and Responses To Ad Modelsmentioning
confidence: 99%
“…Within this segment, "Best Agers" between 51 and 65 years constitute a particularly promising customer group. In order to adjust their efforts to reach this group (Pettigrew, Mizerski, & Donovan, 2005), marketers need to explore ways of adequately addressing them (Carrigan & Szmigin, 1999;Greco, 1988;Greco, Swayne, & Johnson, 1997;Peterson, 1992;Stephens, 1991;Szmigin & Carrigan, 2001). Since consumer reactions depend on how they perceive their marketing environment (e.g., older consumers and marketing efforts targeting this group), consumer perceptions are particularly important for marketers (Shabbir, Palihawadana, & Thwaites, 2007).…”
Section: Exemplary Studymentioning
confidence: 99%