Les publicités émotionnelles : Quelle efficacité auprès des personnes âgées ?
This research suggests testing a model which allows comparing the answers of the older persons and the younger individuals to different advertising strategies. The results suggest that: (1) chronological age has an influence on affective and cognitive responses toward the different types of ads, (2) during the exposure to emotional ads, the 60-75 years persons shows more favorable cognitive and affective responses than during the exposure to informational ads.
To our knowledge, this item is not available for
download. To find whether it is available, there are three
1. Check below under "Related research" whether another version of this item is available online.
2. Check on the provider's web page whether it is in fact available.
3. Perform a search for a similarly titled item that would be available.
|Date of creation:||May 2010|
|Date of revision:|
|Contact details of provider:|| Web page: http://www.dauphine.fr/en/welcome.html|
More information through EDIRC
When requesting a correction, please mention this item's handle: RePEc:dau:papers:123456789/8660. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Alexandre Faure)
If references are entirely missing, you can add them using this form.