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Les séniors et les jeunes évaluent-ils différemment les publicités ? Prise en compte du contexte de programmation télévisée et du vieillissement affectif

Author

Listed:
  • Faten Malek

    (IREA - Institut de Recherche sur les Entreprises et les Administrations - UBS - Université de Bretagne Sud)

  • Norchene Ben Dahmane Mouelhi

    (IHEC - Institut des hautes études commerciales (Carthage, Tunisie) - UCAR - Université de Carthage (Tunisie), NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université)

  • Olivier Droulers

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

Abstract

Do the elderly and the youth evaluate advertising differently? Taking into account TV programming contexts and emotional aging This article aims at analyzing the impact of television programming context viewed as an emotional trigger (neu- tral /sad/happy), taking into account the age variable (young adults versus older people) on the assessment of ad- vertising. An experiment has been conducted on 222 individuals (elderly and young people) exposed to a TV pro- gram and an advertising slot. Their affective responses as well as their attitudes towards advertisements have been measured. The results reveal that the young people and the seniors react differently to an emotional stimulus. In this context, the authors recommend a differentiated approach to media planners according to the target audience.

Suggested Citation

  • Faten Malek & Norchene Ben Dahmane Mouelhi & Olivier Droulers, 2014. "Les séniors et les jeunes évaluent-ils différemment les publicités ? Prise en compte du contexte de programmation télévisée et du vieillissement affectif," Post-Print hal-02360454, HAL.
    • Handle: RePEc:hal:journl:hal-02360454
    DOI: 10.7193/DM.076.93.106
    as

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