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題名 Chronological Age vs. Cognitive Age For young consumers: Implications for Advertising Persuasion
作者 Chang, Chingching
張卿卿
貢獻者 政大廣告系
關鍵詞 Advertising; Age Groups; Consumer Behaviour; Young Adults
日期 2008
上傳時間 25-二月-2013 16:30:22 (UTC+8)
摘要 Purpose - To explore the affect on young peoples` attitude to advertising when exposed to an advertising model that appears to adhere to their cognitive or chronological age.
     Design/methodology/approach - Suggests that a person`s age may act as an important extrinsic cue for consumers; puts forward how in addition to chronological age (actual age), cognitive age (the age people perceive themselves to be) may also be important. Focusing on younger consumers examines, among other things, whether the congruency between perceived model age and consumers` cognitive ages impacts on consumers` response to advertising. Develops a model outlining the process by which age congruency influences brand evaluations; provides a number of hypotheses; describes how these were tested on consumers who were exposed to a number of models.
     Findings - Reveals how the congruency between the perceived age of the ad model and the consumer`s cognitive age significantly affected consumer responses to the ad and brand and had more of an impact than the congruency between the model`s age and the consumer`s chronological age.
     Research limitations/implications - Explore the influence of cognitive age for consumers with a wider range of ages; replicate study in different cultures.
     Originality/value - Highlights the importance of self-model cognitive age congruency.
關聯 Journal of Advertising, 37(3), 7-31
資料類型 article
DOI http://dx.doi.org/10.2753/JOA0091-3367370302
dc.contributor 政大廣告系en
dc.creator (作者) Chang, Chingchingen
dc.creator (作者) 張卿卿zh_TW
dc.date (日期) 2008-
dc.date.accessioned 25-二月-2013 16:30:22 (UTC+8)-
dc.date.available 25-二月-2013 16:30:22 (UTC+8)-
dc.date.issued (上傳時間) 25-二月-2013 16:30:22 (UTC+8)-
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/56994-
dc.description.abstract (摘要) Purpose - To explore the affect on young peoples` attitude to advertising when exposed to an advertising model that appears to adhere to their cognitive or chronological age.
     Design/methodology/approach - Suggests that a person`s age may act as an important extrinsic cue for consumers; puts forward how in addition to chronological age (actual age), cognitive age (the age people perceive themselves to be) may also be important. Focusing on younger consumers examines, among other things, whether the congruency between perceived model age and consumers` cognitive ages impacts on consumers` response to advertising. Develops a model outlining the process by which age congruency influences brand evaluations; provides a number of hypotheses; describes how these were tested on consumers who were exposed to a number of models.
     Findings - Reveals how the congruency between the perceived age of the ad model and the consumer`s cognitive age significantly affected consumer responses to the ad and brand and had more of an impact than the congruency between the model`s age and the consumer`s chronological age.
     Research limitations/implications - Explore the influence of cognitive age for consumers with a wider range of ages; replicate study in different cultures.
     Originality/value - Highlights the importance of self-model cognitive age congruency.		en
dc.format.extent 303201 bytes-
dc.format.mimetype application/pdf-
dc.language zh_TWen
dc.language.iso en_US-
dc.relation (關聯) Journal of Advertising, 37(3), 7-31en
dc.subject (關鍵詞) Advertising; Age Groups; Consumer Behaviour; Young Adultsen
dc.title (題名) Chronological Age vs. Cognitive Age For young consumers: Implications for Advertising Persuasionen
dc.type (資料類型) articleen
dc.identifier.doi (DOI) 10.2753/JOA0091-3367370302-
dc.doi.uri (DOI) http://dx.doi.org/10.2753/JOA0091-3367370302-