Abstract

ESTRADA, Marta; SANCHEZ, Javier; MOLINER, Miguel Ángel  and  FANDOS, Juan Carlos. Background and consequences of attitude among older people in response to advertising: An empirical analysis. Innovar [online]. 2010, vol.20, n.37, pp.149-162. ISSN 0121-5051.

The socioeconomic importance acquired in recent years in Spain and in other European countries by the emerging market of older people makes it necessary to study their particularities as consumers. The changes that take place during the process of aging influence perception of the advertising phenomenon and therefore the attitude shown in response to advertising. The study among older people of the effects of attitude in response to advertising and its consequences in the context of the dual mediation model is the purpose of the analysis contained in this study. We will describe how they are produced and will demonstrate the validity of the dual mediation model as an explanation for the results of advertising among older people.

Keywords : older people; attitude in response to advertising; attitude towards the brand; intention to buy; dual mediation model.

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