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Journal of Research in Education Sciences 2018, 63(2), 99-125
doi:10.6209/JORIES.201806_63(2).0005
Effects of Elderly Endorsers on Older Adults’
Advertising Evaluation
Hung-Chou Lin Chia-Yi Tsai
Department of Adult and Continuing Education, National Taiwan Normal University
Taiwan Institute of Economic Research
Abstract
This study examined the advertising effectiveness of hedonic and utilitarian products endorsed by elderly endorsers. Sex, popularity, and nationality of the elderly endorsers were incorporated to examine their moderating effects. Four experiments were conducted in which 420 participants filled out questionnaires about advertising effectiveness. The results indicated the following: (1) Utilitarian products had superior advertising effectiveness than hedonic products endorsed by elderly endorsers.
(2) The sex of the elderly endorsers had no moderating effect. (3) The popularity of the elderly endorsers had a moderating effect-the advertising effectiveness of a high-popularity elderly endorser was considerably higher than low-popularity elderly endorsers for hedonic products. By contrast, the advertising effectiveness of a low-popularity elderly endorser was considerably higher than high-popularity elderly endorsers for utilitarian products. (4) The nationality of the elderly endorsers had a moderating effect-the advertising effectiveness of domestic elderly endorsers was considerably higher than that of foreign elderly endorsers for hedonic products. The advertising effectiveness of foreign elderly endorsers was considerably higher than that of domestic elderly endorsers for utilitarian products. On the basis of these findings, suggestions for health promotion and marketing strategies are offered.
Keywords: elderly endorser, health promotion, nationality, popularity, sex
Corresponding Author: Chia-Yi Tsai, E-mail: chiayi1219@hotmail.com
Manuscript received: Sep. 4, 2017; Revised: Jan. 5, 2018, Mar. 30, 2018; Accepted: Mar. 30, 2018.
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