Les effets de l'âge du mannequin sur les consommateurs séniors et sur la marque présente dans la publicité: le rôle de la similarité

Bénédicte Bourcier-Bequaert () and Virginie de Barnier ()
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Bénédicte Bourcier-Bequaert: ISC Paris - Institut Supérieur du Commerce de Paris
Virginie de Barnier: AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université, CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon

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Abstract: The effects of model's age on senior consumers and the advertised brand: the role of similarity This article highlights an advertising strategy implemented by some consumer brands: using senior citizen models in order to appeal to this same target group. In order to gain a better understanding of the model's age action mechanism, an empirical study was carried out on 277 senior women aged from 60-70 years old. It gives evidence that the age of the model plays a major role in the feeling of similarity, when considering the receivers' subjective age. It has positive effects on consumers' evaluation of the advertised brand for two categories of products (food and cosmetics).

Keywords: advertising; age; subjective age; similarity; seniors.; publicité; âge; âge subjectif; similarité; sénior. (search for similar items in EconPapers)
Date: 2014-12
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Published in Décisions Marketing, 2014, 76, pp.77-92. ⟨10.7193/DM.076.77.92⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02360439

DOI: 10.7193/DM.076.77.92

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