Journal article
Encoding and Media Effects on Consumer Learning Deficiencies in the Elderly
Journal of marketing research, Vol.24(1), pp.55-63
02/01/1987
DOI: 10.1177/002224378702400105
Abstract
Alternative cognitive explanations of memory deficiencies in the elderly suggest certain conditions in which elderly might be expected to learn less than younger adults in a consumer information processing context. The authors investigated these conditions using the levels-of-processing framework for the study of memory. The results indicate greater difficulties on the part of the elderly in deeply processing information from print media and in realizing the learning benefits of television. These findings suggest that marketers face unique problems in reaching this increasingly attractive market segment.
Details
- Title: Subtitle
- Encoding and Media Effects on Consumer Learning Deficiencies in the Elderly
- Creators
- Catherine A. Cole - University of IowaMichael J. Houston - University of Minnesota System
- Resource Type
- Journal article
- Publication Details
- Journal of marketing research, Vol.24(1), pp.55-63
- DOI
- 10.1177/002224378702400105
- ISSN
- 0022-2437
- eISSN
- 1547-7193
- Number of pages
- 9
- Language
- English
- Date published
- 02/01/1987
- Academic Unit
- Marketing
- Record Identifier
- 9984963136302771
Metrics
1 Record Views