Ältere Menschen als Zielgruppe der Werbung: Eine explorative empirische Studie zu Wahrnehmung und Selbstbild der "Best Ager" sowie stereotypen Vorstellungen vom "Alt-sein" in jüngeren Altersgruppen

Autor(en)

Katharina Auer-Srnka, Katja Meier-Pesti, Michele Griessmair

Abstrakt

In this exploratory investigation, we study Best Agers (51–65 years) with regard to three aspects: (1) their perception of seniors as models in advertising, (2) their age-related self-image and (3) age stereotypes prevalent in younger age groups. In an empirical study, spontaneous responses from a total of 240 respondents were collected and content analyzed. We find that marketers need to choose other than age-related appeals in addressing older consumers, and that senior models currently used in advertising are often perceived as non-authentic by the target group. Results show that middle-aged models can be best used to address both older and middle-aged customers. Comparing Best Agers’ self-image and general age stereotypes, we find both similarities and differences. Based on these findings marketers can better address Best Agers as an attractive target group.

Organisation(en)

Institut für Rechnungswesen, Innovation und Strategie

Journal

der markt - Journal für Marketing

Band

47

Seiten

99-115

Anzahl der Seiten

17

ISSN

0025-3863

DOI

https://doi.org/10.1007/BF03159733

Publikationsdatum

2008

Peer-reviewed

Ja

ÖFOS 2012

502019 Marketing

Link zum Portal

https://ucrisportal.univie.ac.at/de/publications/b79cb67f-41c5-48bd-898c-f1eaec46a8d7