The Cognitive Processing of Misleading Adversiting in Young and Old Adults: Assessment and Training

Gary J. Gaeth and Timothy B. Heath
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Gary J. Gaeth: University of Iowa [Iowa City]
Timothy B. Heath: University of Iowa [Iowa City]

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Abstract: Three experiments evaluated the impact of misleading advertising on old and young adult consumers in terms of: (a) susceptibility to misleading advertising techniques, (b) ability to discriminate between nonmisleading and potentially misleading advertising claims, and (c) responsiveness to training. Although there were no differences when subjects responded from memory (Experiment 1), young adults were less susceptible to misleading techniques when advertisements were available during assessment (Experiment 2). Finally, training reduced susceptibility in both groups, although it also reduced discrimination in the young adults (Experiment 3). These findings were discussed in terms of potential age-related cognitive and cohort differences.

Keywords: cognitive processing; misleading adversiting; young adults; old adults; assessment; training (search for similar items in EconPapers)
Date: 1987-06
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Citations: View citations in EconPapers (1)

Published in Journal of Consumer Research, 1987, vol. 14, issue 1, pp. 43-54

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00670556

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