Comparison of the effects of cognitive age and advertising credibility of the elderly on reading advertising with different information loads

Journal of Media and Communication Studies Pub Date : 2019-02-28 DOI:10.5897/JMCS2018.0641

Shu-Yin Yu

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Abstract

This study aims to find the different effects on the elderly caused by reading advertising with different information loads due to differences of cognitive age and advertising credibility. Young adults and middle-aged adults are compared with the elderly. The results reveal that different ages show differences in cognitive age but not in advertising credibility. Most of the respondents in the three age groups have a low cognitive age and low advertising credibility. The elderly have insignificant differences for advertising effect with a high information load. Young adults and middle-aged adults reveal significant differences for the advertising effect of a high information load; however, the advertising effect of a low information load shows no differences due to age. Cognitive age is found to influence the advertising effect of a high information load. The advertising credibility of the three groups is significantly related to the advertising effect of both high and low information loads. Key words: Elderly, information load, advertising effect, advertising credibility, cognitive age.

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老年人认知年龄和广告可信度对不同信息负荷广告阅读影响的比较

本研究旨在探讨老年人因认知年龄和广告可信度的差异，阅读不同信息负荷的广告对老年人的不同影响。青年人和中年人与老年人进行比较。结果表明，不同年龄的人在认知年龄上存在差异，但在广告可信度上没有差异。三个年龄段的受访者大多认知年龄较低，广告可信度较低。老年人对于高信息负荷的广告效果差异不显著。青壮年和中年人在高信息负荷的广告效果上存在显著差异;而低信息负荷的广告效果则不存在年龄差异。研究发现，认知年龄对高信息负荷下的广告效果有影响。三种群体的广告可信度与高低信息负荷的广告效果均显著相关。关键词:老年人，信息负荷，广告效果，广告可信度，认知年龄。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Journal of Media and Communication Studies

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