Keywords
Older people in advertising; older women in advertising; underrepresentation, decorative models; social effects of advertising
Management Slant
- The findings in this article suggest that advertisers could benefit from considering older women as decorative models in advertisements.
- Advertisements featuring older female decorative models have positive effects on attitudes toward the advertisements in both younger and older female consumers.
- For male consumers, responses do not differ between advertisements featuring older and younger female decorative models.
- Advertisements featuring older female decorative models also have positive effects on social connectedness, brand attitudes, and purchase intentions.