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/altere-menschen-als-zielgruppe-der-werbung-eine-explorative-empirische-studie-zu-wahrnehmung-und-selbstbild-der-best-ager-sowie-stereotypen-vorstellungen-vom-altsein-in-jungeren-altersgruppen(b79cb67f-41c5-48bd-898c-f1eaec46a8d7).html