Consumer Response to the Portrayal of Older People in Tv Advertising: Empirical Evidence From Japan

Despite the growing importance of the 50+ age group in the population, older consumers are still under-researched and often not included in a range of marketing and advertising practices This empirical study is the first one to analyze the response of Japanese consumers to the portrayal of older people in TV advertising. We find that respondents perceive the portrayal of older people in TV advertisements as stereotypical/inaccurate and partly negative, albeit not necessarily as insulting, and that they are willing to boycott products and/or companies portraying older people negatively in advertising.



Citation:

Florian Kohlbacher, Michael Prieler, and Shigeru Hagiwara (2011) ,"Consumer Response to the Portrayal of Older People in Tv Advertising: Empirical Evidence From Japan", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 253-254.

Authors

Florian Kohlbacher, German Institute for Japanese Studies (DIJ) Tokyo, Japan
Michael Prieler, Hallym University, Korea
Shigeru Hagiwara, Keio University, Japan



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011



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