Exploring the Persuasive Effects for a Commercial: The Elderly vs. Young Adults

Jean Perrien, Jean Roy, Denis Guiot (denis.guiot@dauphine.fr) and Etienne Bastin
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Denis Guiot: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: This paper explores the persuasive effects of different commercials for an analgesic on members of different age groups.

Keywords: aged consumers; persuasion; commercials; factual content; evaluative content (search for similar items in EconPapers)
Date: 1998
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Published in Advances in Consumer Research, 1998, 25, pp.513

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00170018

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