Age-related differences in advertising: Recall and persuasion

The purpose of this study is to investigate the extent to which age-related differences in recall and persuasion may affect perceptions of advertising. Younger consumers are more likely to recall information presented in an advertisement, but are less likely to be persuaded by that information. Conversely, mature consumers are much less likely to recall information in an advertisement, but are more likely to be persuaded by the information. Thus, at a macro level, the recall–persuasion link does not seem to hold when young and mature consumers are examined. At a more micro level, however, distinct executional elements are identified that have a particularly strong impact on both recall and persuasion for young consumers and for mature consumers.