Gerotranscendence: an explanatory variable for the boomer generation’s perception of senior models in advertising

Abstract

The effectiveness of brand advertising targeted at seniors relies on their perception of representations of old age. For the boomer generation, being old is characterized by identity tensions in a society where negative stereotypes of old age and ambient youthism still prevail, but also gerotranscendence which leads to a better acceptance of one’s own aging image. Gerotranscendence is tested here as a potential explanatory variable for the perception of senior mannequins and attitude towards the ads. Findings from a large data collection involving varying model representations (age, gender, and the service advertised) and respondents’ profiles (age, gender) reveal that gerotranscendence positively impacts the model’s attractiveness and relevancy and the attitude towards the ad (Aad). Results also show gender differences in the gerotranscendence effects on Aad. This paper opens avenues for research integrating new identity ingredients such as spirituality to improve the knowledge of the persuasive process among the boomer’s generation. It also offers varied practical managerial and societal recommendations.