The influence of need for cognition and need for emotion on elderly responses to advertising: an exploratory study and implications for change in management

IF 2.7 4区管理学 Q2 MANAGEMENT

Journal of Organizational Change Management Pub Date : 2023-05-05 DOI:10.1108/jocm-09-2022-0271

Imen Safraou, D. Guiot

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引用次数: 0

Abstract

PurposeThis paper examines the relationship between “chronological age” and the individual difference variables: “Need for cognition” (NFC) and “Need for emotion” (NFE). More specifically, this study investigates the influence of these individual difference variables on elderly responses towards advertising.Design/methodology/approachThis study is based on a sample of 600 individuals. 300 elderly aged between 60 and 75 years old (average age: 67.67 years old), recruited from institutions and third age universities in Paris and 300 young adults, aged between 20 and 35 years old (average age: 25.14 years old) from academic institutions in Paris.FindingsThe findings show that NFC and NFE have different levels depending on age. Indeed, NFC is lower among older than younger individuals, and NFE is higher among older than younger individuals. Moreover, different levels in NFC and NFE may affect responses to ads. Thus, a high NFC can elicit more favorable cognitive responses to ads and a high NFE triggers more favorable affective responses.Research limitations/implicationsThe study investigates specifically the effects of chronological age on the individual difference variables NFC and NFE; however, the influence of chronological age on these individual variables may be affected by other variables such as subjective age, level of education and physical condition.Practical implicationsGiven that NFC and NFE are dynamic variables that change with age and that they influence responses to advertising, it would be necessary to take them into account and to integrate them when building management persuasion models specifically targeting the elderly.Originality/valueThis study focuses on the influence of individual variables (NFE and NFC) on responses to advertising, of an underexplored population: the elderly. This could help to better understand the persuasion mechanisms when it comes to targeting the elderly both outside and inside organizations, with deriving implications for change in management.

查看原文本刊更多论文

认知需求和情感需求对老年人广告反应的影响:一项探索性研究及其对管理变革的启示

目的探讨“实足年龄”与个体差异变量“认知需要”(NFC)和“情感需要”(NFE)之间的关系。更具体地说，本研究探讨了这些个体差异变量对老年人对广告反应的影响。设计/方法/方法这项研究是基于600个人的样本。300名年龄在60 - 75岁之间的老年人(平均年龄:67.67岁)，来自巴黎的机构和第三年龄大学;300名年龄在20 - 35岁之间的年轻人(平均年龄:25.14岁)，来自巴黎的学术机构。研究结果表明，NFC和NFE的水平随年龄的不同而不同。事实上，老年人的NFC低于年轻人，而老年人的NFE高于年轻人。此外，不同水平的NFC和NFE可能会影响对广告的反应。因此，高NFC可以引发对广告更有利的认知反应，高NFE可以引发更有利的情感反应。研究局限/意义本研究着重考察了实足年龄对NFC和NFE个体差异变量的影响;然而，实足年龄对这些个体变量的影响可能受到主观年龄、教育水平和身体状况等其他变量的影响。实际意义考虑到NFC和NFE是随年龄变化的动态变量，它们影响对广告的反应，在建立专门针对老年人的管理说服模型时，有必要考虑并整合它们。独创性/价值本研究的重点是个体变量(NFE和NFC)对广告反应的影响，这是一个未充分开发的人群:老年人。这有助于更好地理解组织内外针对老年人的说服机制，并由此衍生出管理变革的含义。

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来源期刊

Journal of Organizational Change Management MANAGEMENT-

CiteScore

5.80

自引率

3.60%

发文量

期刊介绍： ■Adapting strategic planning to the need for change ■Leadership research ■Responsibility for change implementation and follow-through ■The psychology of change and its effect on the workforce ■TQM - will it work in your organization? Successful organizations respond intelligently to factors which precipitate change. Economic climates, political trends, changes in consumer demands, management policy or structure, employment levels and financial resources - all these elements are constantly at play to ensure that organizations clinging on to static structures will ultimately lose out. But change is a dynamic and alarming thing - this journal addresses how to manage it positively.