| Abstract |
| With the rapid rise in Korea’s aging population, several companies have started considering older adults as their key consumer segment. Advertisements that create appealing brand impressions (warmth vs. competence) through brand anthropomorphism are expected to be effective for older adults. This study aims to examine the difference in the hierarchical effects on older adults’ attitudes toward ads, brands, and brand purchase intentions between ads that create warm impressions and those that create competent impressions about the brand. In this study, an online experiment was conducted with 221 older adults aged ≥ 65 years. The results obtained from analyzing the data of 184 participants who correctly responded to the screening questions during the experiment are as follows. First, an ad that creates a warm impression of the brand improved consumers’ attitude toward the ad compared with one that emphasizes a competent impression. Second, the attitude toward the ad, influenced by its warm brand impression, influenced brand purchase intention (1) directly and (2) indirectly by improving brand attitude. The study confirmed that ads evoking warm impressions about brands positively affected the hierarchical relationship of “ad attitude → brand attitude → brand purchase intention” and “ad attitude → brand purchase intention.” These findings can broaden the understanding of the psychological mechanisms underlying the effects of ads conveying diverse brand impressions on older adults and help companies plan effective advertising strategies targeting older adults based on brand impressions. |
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| Key Words |
| Older Adults, Advertising Effectiveness, Brand Anthropomorphism, Warmth, Competence, 고령자, 광고 효과, 브랜드 의인화, 온정성, 유능성 |
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