February 2019

Comparison of the effects of cognitive age and advertising credibility of the elderly on reading advertising with different information loads

This study aims to find the different effects on the elderly caused by reading advertising with different information loads due to differences of cognitive age and advertising credibility. Young adults and middle-aged adults are compared with the elderly. The results reveal that different ages show differences in cognitive age but not in advertising credibility. Most of the respondents in the three age groups have a low...

Author(s): Yu Shu-Yin