Antwan Gallion

BADM 325 Reaction Paper AgeRelated Differences in Responses to Emotional

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10/30/16
The marketing implications stated in this article introduce a different perspective of brand
marketing. Studies (specifically Study 1) show that older consumers like and recall emotional
appeals while younger consumers like and recall rational appeals. When companys want to
market towards an older target audience, considering an emotional appeal will more likely get
the consumers to buy in on the product presented based on the research taken.
The consumer implications in the article demonstrate that consumers tend to prefer and
appeal to different things depending on their age. As a consumer of older age, you should realize
that youre more appealed by the emotional aspect of a product and how it prevents negative
emotional outcomes. You can see these appeals used in recent political campaign ads by the
candidates are they try to convince voters to vote for them with their emotional advertisements.
For example, Hilary Clinton used this tactic in multiple ads against Donald Trump and his
political campaign.
Relevant future research ideas should examine how age influences emotional
advertisements that are geared towards aspects that the consumer cannot relate to. For example,
the ads about starvation across the world give off an emotional appeal but for someone who
doesnt understand hunger and starvation, like a five-year-old, are not affected.
Questions
At what age are consumers viewed as younger versus older?
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The article and researched compared older and younger consumers attitude towards
emotional advertisements. Im curious as to what the cut-off age for a consumer who is
seen as younger versus older and how does marketers distinguish the two as they create
marketing strategies.

Where are the results when accounted for age differences in motivational states and goals?

I believe that the results would be different when presented with products that play an
effective role in consumers motivational states and goals because they are more likely to
support what aligns with their goals rather than appeals to their emotions.

Does age play a role in non-emotional advertisements?

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In support of the research conducted and aware of the results presented, Im curious on
whether or not age plays a role in advertisements that are not emotional. I believe it does
because advertisements are perceived based on the knowledge of a consumer. Older
consumers tend to be more wiser and educated on topics than younger consumers leading
them to perceive advertisements differently.