The Use of Mature Models in Advertisements and Its Contribution to the Spirituality of Older Consumers
This paper investigates how using mature models in ads can respond to the spiritual needs of older adults. The analysis of 40 in-depth interviews with older adults confirms the existence of spiritual needs and helps understand the reaction of older consumers to the use of senior models in ads.
Corinne Chevalier and Gaëlle Marie Moal-Ulvoas (2018) ,"The Use of Mature Models in Advertisements and Its Contribution to the Spirituality of Older Consumers ", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 59-60.
Corinne Chevalier, Université Paris Sud, France
Gaëlle Marie Moal-Ulvoas, Brest Business School, France
AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018
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