Exploring the Persuasive Effects of a Commercial For a Pharmaceutical Product: the Elderly Vs. Young Adults

ABSTRACT - This paper explores the persuasive effects of different commercials for an analgesic on members of different age groups. Commercial content was manipulated to be either of (a) factual or (b) evaluative. The impact of these two contents was assessed on members of two different age groups: young adults (i.e. people between 20 and 40 years old) and the elderly (i.e. people over 55 years old). Results show that unaided recall is lower amongst the elderly whereas commercials with largely evaluative content result in higher miscomprehension amongst them. As compared to young adults, seniors developed more positive attitudes towards the commercials and generated more positive affective responses towards the product regardless of the commercial content, though their overall attitudes tend to be consistently neutral. Involvement towards the product plays an important mediating role, to such an extent that it blurs the effect of age group on attitude towards the product.


Jean Perrien, Jean Roy, Denis Guiot, and Etienne Bastin (1998) ,"Exploring the Persuasive Effects of a Commercial For a Pharmaceutical Product: the Elderly Vs. Young Adults", in NA - Advances in Consumer Research Volume 25, eds. Joseph W. Alba & J. Wesley Hutchinson, Provo, UT : Association for Consumer Research, Pages: 513-517.


Jean Perrien, University of Quebec, Montreal
Jean Roy, University of Quebec, Chicoutimi
Denis Guiot, IUT Paris XII
Etienne Bastin, University of Sherbrooke


NA - Advances in Consumer Research Volume 25 | 1998

Share Proceeding

Featured papers

See More


Is Congruity Desirable for Brand Extensions? A Conceptual and Meta-Analytic Review

Qian (Claire) Deng, University of Prince Edward Island
Paul Richard Messinger, University of Alberta, Canada

Read More


I13. Ambient Light, Gender, and Creativity

Courtney Szocs, Louisiana State University, USA
Franziska Metz, EBS
Dipayan Biswas, University of South Florida, USA

Read More


The Preference for Simultaneity: When Different Events Happen to Different People at the Same Time

Franklin Shaddy, University of Chicago, USA
Yanping Tu, University of Florida, USA
Ayelet Fishbach, University of Chicago, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.