Abstract
This study examined differences and interaction effects on responses to appealing types of travel advertisement messages on emotional response, attitudes and the purchase intention of the elderly and the youth under goal priming conditions. As a result, there was a marginally significant interactive effect between generation, message type and goal pursuit on attitudes. Specifically, under control conditions, old participants have more favorable attitudes toward an emotional message than do young participants. While, under goal priming conditions, young participants have more favorable attitudes toward an emotional message than old participants. On the other hand, under control conditions, young participants have more positive attitudes towards a factual message than do old participants. In addition, under goal priming conditions, old participants have more positive attitudes toward a factual message than do young participants. The results indicated that the elderly and the youth use a different information processing method respectively under both conditions. Generally, the elderly have more favorable attitudes toward an emotional message. However, when the motive for the goal pursuit is activated, the elderly respond differently to information processing which needs cognitive resources.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
