Age-related cues in retail services advertising: Their effects on younger consumers

Abstract

Although the mature market will become increasingly attractive to retailers, targeting older consumers could have adverse effects on attempts to also appeal to younger consumers. The current study explored potential problems retail service firms face in using older-age cues in their advertising. Results indicated that patronage intentions of younger persons for a less conspicuous service were not affected by either the use of older models or mention of a senior citizen discount. In contrast, patronage intentions of younger persons for a more conspicuous service were negatively influenced by advertisements containing older models when subjects would be accompanied by same-age friends.