Little is known about the sales effects of different aged models on older (65 years and over) and younger (less than 65 years) consumers. This is an important issue because marketers have expressed some fear about using older models in the promotion of products directed at multiple age groups. This article presents the results of a study of 3,390 consumers' sales response to older, younger, and a combination of older and younger models in point‐of‐purchase advertising for an age‐free product. The results indicate that model age does not have a significantly different effect on consumers of different ages. Managerial implications are provided.
Little is known about the sales effects of different aged models on older (65 years and over) and younger (less than 65 years) consumers. This is an important issue because marketers have expressed some fear about using older models in the promotion of products directed at multiple age groups. This article presents the results of a study of 3,390 consumers' sales response to older, younger, and a combination of older and younger models in point‐of‐purchase advertising for an age‐free product. The results indicate that model age does not have a significantly different effect on consumers of different ages. Managerial implications are provided.
Point-of-purchase advertising influences up to 70 percent of purchases in supermarkets (Bauer 1995). Based on the increased attention to including more older models in promotional materials in recognition of the aging population and the potential socialization effects of promotional tools, an experiment was conducted to assess the impact of older point-of-purchase display models on younger shoppers in a supermarket display. The results indicate that retailers' and manufacturers' fears of alienating younger shoppers if older models are used are largely unfounded. Managerial implications are provided. [Arficle copies available for a fee from R e Haworth Documerzf Delivery Sewice: 1-800-342-9678. E-mail addms: getinfo@hawortl~com]
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