The effect of aging and time horizon perspective on consumers' response to promotion versus prevention focus advertisements

Document Type

Article

Publication Date

2010

Abstract

This research investigates the influence of ageing and its associated time horizon perspective on responses to promotion versus prevention focus advertisements. The results show that both older and younger adults had more favourable reactions to prevention versus promotion focus advertisements when they were asked to think about time as limited. When older and younger adults were asked to think about time as expansive, they had better liking of the promotion focus appeal. In the absence of time horizon manipulation, older adults preferred the prevention message, whereas younger adults expressed similar liking for both promotion and prevention messages. Theoretical and managerial implications and directions for future research are also discussed.

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The definitive version of this paper is available at

http://www.internationaljournalofadvertising.com, DOI: 10.2501/S0265048710201373

Publication Title

International Journal of Advertising

Published Citation

Chowdhury, Tilottama G. and Camelia Codruta Micu. 2010. The effect of aging and time horizon perspective on consumers' response to promotion versus prevention focus advertisements. International Journal of Advertising 29 (4), 621-642.

DOI

10.2501/S0265048710201373

Peer Reviewed

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