Will older models turn off shoppers?

A J Greco, L E Swayne and E B Johnson


Little is known about the sales effects of different aged models on older (65 years and over) and younger (less than 65 years) consumers. This is an important issue because marketers have expressed some fear about using older models in the promotion of products directed at multiple age groups. This article presents the results of a study of 3,390 consumers' sales response to older, younger, and a combination of older and younger models in point-of-purchase advertising for an age-free product. The results indicate that model age does not have a significantly different effect on consumers of different ages. Managerial implications are provided.