Journal article
Quantitative and Qualitative Differences in Older and Younger Consumers' Recall of Radio Advertising
Advances in consumer research, Vol.22, pp.617-621
1995
Abstract
In this experiment consumers listened to a radio program with either one or three repetitions of three embedded test commercials. In the commercials, we manipulated either the level of background noise or the presence of a disclaimer or the level of within message claim repetitions. Older adults had lower recall for claims made in advertising than younger adults. In addition, the format of the test commercials improved younger adults recall more than older adults recall. We also found preliminary evidence that older adults tended to recall advertising in different ways than younger adults.
Details
- Title: Subtitle
- Quantitative and Qualitative Differences in Older and Younger Consumers' Recall of Radio Advertising
- Creators
- Catherine ColeNadine CastellanoDonald Schum
- Resource Type
- Journal article
- Publication Details
- Advances in consumer research, Vol.22, pp.617-621
- ISSN
- 0098-9258
- Publisher
- Association for Consumer Research
- Language
- English
- Date published
- 1995
- Academic Unit
- Marketing
- Record Identifier
- 9984963232802771
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