The Influence of Model Age or Older Consumers' Reactions to Print Advertising

Abstract Conventional wisdom holds that the elderly consumer does not wish to be stereotyped and portrayed negatively in the media, thus perpetrating the idea among advertisers that younger models be used to appeal to this group. This study explores the concepts of cognitive age and co-orientation, combining the two to help advertisers better understand the intricacies of reaching this lucrative market. Findings are discussed and related to advertising practice.