Abstract
This study aims to find the different effects on the elderly caused by reading advertising with different information loads due to differences of cognitive age and advertising credibility. Young adults and middle-aged adults are compared with the elderly. The results reveal that different ages show differences in cognitive age but not in advertising credibility. Most of the respondents in the three age groups have a low cognitive age and low advertising credibility. The elderly have insignificant differences for advertising effect with a high information load. Young adults and middle-aged adults reveal significant differences for the advertising effect of a high information load; however, the advertising effect of a low information load shows no differences due to age. Cognitive age is found to influence the advertising effect of a high information load. The advertising credibility of the three groups is significantly related to the advertising effect of both high and low information loads. Key words: Elderly, information load, advertising effect, advertising credibility, cognitive age.
Highlights
The trend of aging is a common social problem of the world
Using three age groups as a comparison, this study examined the impact of information load on advertising effectiveness and used cognitive age and advertising credibility as moderators to understand whether the elderly would be affected by personal cognitive age and advertising credibility when reading advertisements
There was a significant difference on the advertising effect of a high information load influenced by cognitive age and advertising credibility for the different age groups
Summary
The trend of aging is a common social problem of the world. Different regions and cultures have different ages. Many studies on the ageing society are actively looking for countermeasures for the problem of aging. The elderly are not just groups of similar ages; they have generational and individual differences. The elderly in different cultures and environments will have different lifestyles and needs. No matter how active they are, as they age, their physiological and behavioral abilities change. The tardiness of cognitive processing and interpretation causes the efficiency of their information processing to decline
Sign-in/Register to view highlights & summary 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.
