Why Older Adults Show Preference for Rational Over Emotional Advertising Appeals: A U.K. Brand Study Challenges the Applicability of Socioemotional Selectivity Theory to Advertising
University of Liverpool
The Big Window Consulting Limited
Why Older Adults Show Preference for Rational Over Emotional Advertising Appeals: A U.K. Brand Study Challenges the Applicability of Socioemotional Selectivity Theory to Advertising
Conventional advice when targeting older adults is to use factual, rational appeals over emotional appeals due to age-related differences in information processing.
