The Cognitive Processing of Misleading Adversiting in Young and Old Adults

Assessment and Training

Datos Bibliográficos

ID2192245
AutoresGary J Gaeth (0000-0001-9514-8531), Timothy B Heath (0000-0002-8223-7559)
Año1987
Volumen14
Número1
Páginas43
Fecha de publicación1987-06-01
Peer ReviewedSí
Open AccessNo
TipoARTICLE
RevistaJournal of Consumer Research (JOURNAL)
Identificadores de la revistaISSN: 0093-5301 • E-ISSN: 1537-5277
EditorialOxford University Press (OUP) (PUBLISHER)
DOI10.1086/209091
OpenAlexW2050732181
IdiomaEN
Citas recibidas6
Referencias citadas8

Three experiments evaluated the impact of misleading advertising on old and young adult consumers in terms of: (a) susceptibility to misleading advertising techniques, (b) ability to discriminate between nonmisleading and potentially misleading advertising claims, and (c) responsiveness to training. Although there were no differences when subjects responded from memory (Experiment 1), young adults were less susceptible to misleading techniques when advertisements were available during assessment (Experiment 2). Finally, training reduced susceptibility in both groups, although it also reduced discrimination in the young adults (Experiment 3). These findings were discussed in terms of potential age-related cognitive and cohort differences

Cognition · Cognitive psychology · Cohort · Developmental psychology · Psychiatry · Young adult · Consumer Behavior in Brand Consumption and Identification · Decision-Making and Behavioral Economics · Medicine · Psychology · Social and Intergroup Psychology