Effect of Age and Gender on Consumer Response to Advertising Appeals

Pragya Keshari and Sangeeta Jain

Paradigm, 2016, vol. 20, issue 1, 69-82

Abstract: Advertising is an integral part of any company’s promotion mix. All the companies, whether large or small, national or global, use advertising as one of the major elements of their entire communication plan. It has been considered as one of the most effective ways to communicate with a large group of customers. However, the effectiveness of the advertising message depends upon a number of factors such as presentation style, attractiveness of the endorsers, creative appeal, etc. A large number of research studies have been conducted to examine the effect of aforementioned factors on response of consumers but a very few focus on examining the effect of demographic variables on consumer response to advertising appeals. This article is an attempt to study the effect of age and gender on response of consumers to rational and emotional advertising appeals. The data were collected from 348 respondents of Indore and Ujjain cities through a self-designed instrument. The paired-sample t -test and Multivariate Analysis of Variance (MANOVA) were used to analyze the data. The findings of the study have been discussed in the article.

Keywords: Age; gender; advertising appeals; consumer response (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:sae:padigm:v:20:y:2016:i:1:p:69-82

DOI: 10.1177/0971890716637702

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