AGE-RELATED CUES IN RETAIL SERVICES ADVERTISING - THEIR EFFECTS ON YOUNGER CONSUMERS

Although the mature market will become increasingly attractive to reta ilers, targeting older consumers could have adverse effects on attempt s to also appeal to younger consumers. The current study explored pote ntial problems retail service firms face in using older-age cues in th eir advertising. Results indicated that patronage intentions of younge r persons for a less conspicuous service were not affected by either t he use of older models or mention of a senior citizen discount. In con trast, patronage intentions of younger persons for a more conspicuous service were negatively influenced by advertisements containing older models when subjects would be accompanied by same-age friends.