Theme 4.4 Effective persuasive communication for the 50+ target group

People aged 50 years and older are an increasingly important target group for campaigns that focus on commercial, social or health issues. Theories suggest that older adults respond differently to persuasive communication than younger people because of ageing and generational differences. Empirical studies (experiments, surveys, qualitative research) are necessary to investigate the assumed age differences and gain more insight in this essential target group. Examples of possible research questions: how do older and younger people differ in their responses to emotional appeals? In their responses to endorsers? In their opinions about cause-related marketing? In their awareness of brand placement? How do older adults use digital magazines?

Further readings:

  • Van der Goot, M.J., Van Reijmersdal, E.A., & Kleemans, M. (2015). Age differences in recall and liking of arousing television commercials. Communications: The European Journal of Communication Research, 40, 295-317.
  • Van der Goot, M.J., Van Reijmersdal, E.A., & Kleemans, M. (2015). The effects of emotional television advertising on older and younger adults. In P.W.J. Verlegh, H.A.M. Voorveld, & M. Eisend (Eds.), Advances in advertising research (Vol. VI): The digital, the classic, the subtle, and the alternative (pp. 115-124). Wiesbaden: Springer Gabler.