The Cognitive Processing of Misleading Adversiting in Young and Old Adults: Assessment and Training

Abstract : Three experiments evaluated the impact of misleading advertising on old and young adult consumers in terms of: (a) susceptibility to misleading advertising techniques, (b) ability to discriminate between nonmisleading and potentially misleading advertising claims, and (c) responsiveness to training. Although there were no differences when subjects responded from memory (Experiment 1), young adults were less susceptible to misleading techniques when advertisements were available during assessment (Experiment 2). Finally, training reduced susceptibility in both groups, although it also reduced discrimination in the young adults (Experiment 3). These findings were discussed in terms of potential age-related cognitive and cohort differences.
Type de document :
Article dans une revue
Journal of Consumer Research, Oxford University Press (OUP), 1987, vol. 14, issue 1, pp. 43-54
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Soumis le : mercredi 15 février 2012 - 16:15:30
Dernière modification le : lundi 16 juillet 2018 - 18:36:03

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  • HAL Id : hal-00670556, version 1

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Gary J. Gaeth, Timothy B. Heath. The Cognitive Processing of Misleading Adversiting in Young and Old Adults: Assessment and Training. Journal of Consumer Research, Oxford University Press (OUP), 1987, vol. 14, issue 1, pp. 43-54. 〈hal-00670556〉

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