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

This research investigates the influence of ageing and its associated time horizon perspective on responses to promotion versus prevention focus advertisements.

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

Camelia Codruta Micu

Fairfield University

Tilottama G. Chowdhury

Quinnipiac University


Older consumers represent an appreciably increasing segment of the population in developed countries, due to the ageing of baby boomers, increasing life expectancy and declining birth rates (Rowe & Kahn 1998). In the US, the number of those aged 65 and above is expected to be 95.7 million by 2040 (US Census Projections 2008). Because of the growing number of older adults and their purchasing power, developing an understanding of the older...

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