Comprehension of and Vulnerability to Persuasive Marketing Communications among Older Consumers

Carolyn M. Bonifield; Catherine A. Cole

doi:10.4324/9780429343780-12

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Book chapter

Comprehension of and Vulnerability to Persuasive Marketing Communications among Older Consumers

Carolyn M. Bonifield and Catherine A. Cole

The Aging Consumer, pp.182-199

Routledge, Second edition

2021

DOI: 10.4324/9780429343780-12

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Abstract

We review literature discussing task characteristics, contextual variables, and individual differences that affect older adults' comprehension. We consider implications of this literature for marketing communications and product warnings, summarizing our findings as propositions in a table. Finally, we explore how these factors increase older adults' vulnerability to two types of persuasive communication: prescription drug advertising and telemarketing. In this chapter, the authors identify the individual, task, and contextual characteristics that influence older consumers' comprehension of marketing communications. They discuss how and when these characteristics interact to increase older adults' vulnerability to persuasive marketing communications. Noise and clutter may increase age differences in comprehension. The authors analyze two situations where miscomprehension may increase consumer vulnerability. While a host of individual characteristics may increase vulnerability including living alone, mild cognitive impairment, lack of familiarity with financial management, and loneliness, they focus on an important individual characteristic, persuasion knowledge, which like other forms of accessible knowledge may reduce vulnerability. Like younger consumers, older consumers may protect themselves from marketing scams with persuasion knowledge, which is knowledge about persuasion tactics and methods of resisting persuasion attempts. However, there are several reasons why older adults may have trouble using their persuasion knowledge to reduce vulnerability.

Vincent Van Gogh

JOL Accuracy

Grocery Shopping Behavior

DTC Prescription Drug Advertising

Age Differences

Source Memory Deficits

Propositional Text Based

Intact Familiarity

Risk Recall

Increase Age Differences

Situation Model Level

Propositional Text Base

Ad Aired

Ad Series

Surface Level Comprehension

Previous Marketing Literature

Tv Drama

Minimal Age Differences

Telemarketing Fraud

Persuasion Knowledge

Age Friendly Community Initiative

Background Babble

Prescription Drug Advertising

Advertising Research

Details

Title: Subtitle: Comprehension of and Vulnerability to Persuasive Marketing Communications among Older Consumers
Creators: Carolyn M. Bonifield
Catherine A. Cole
Resource Type: Book chapter
Publication Details: The Aging Consumer, pp.182-199
Edition: Second edition
DOI: 10.4324/9780429343780-12
Publisher: Routledge; New York, NY
Number of pages: 18
Alternative title: Persuasive Marketing
Language: English
Date published: 2021
Academic Unit: Marketing
Record Identifier: 9984963130402771

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