Chronological Age Versus Cognitive Age For Younger Consumers: Implications for Advertising Persuasion

Abstract

This study explores the influence that the congruency between the perceived age of advertising models and consumers' cognitive and chronological ages has on younger consumers' responses to advertising. Findings showed that a high congruency bet between the model's perceived age and the consumer's cognitive age predicted higher degrees of "for-me" perceptions, perceived affinity between the self and the brand, brand evaluation involvement, self-referencing, and positive brand attitudes. Most important, mediation analyses demonstrated that the congruency between the perceived model age and consumer cognitive age influenced brand attitudes via its influence on "for-me" perceptions, perceived self-brand affinity, brand evaluation involvement, and self-referencing. In contrast, a high congruency between the model's perceived age and the consumer's chronological age predicted a higher degree of "for-me" perceptions, but did not predict greater levels of perceived affinity, brand evaluation involvement, self-referencing, or positive brand attitudes.

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