ERIC Number: ED203355
Record Type: RIE
Publication Date: 1981-Aug
Reference Count: 0
The Impact of Mass Communication on Consumer Decision-Making among the Elderly.
Smith, Ruth; And Others
Elderly residents of a large southern city were surveyed in a study designed to examine the effects of media advertising on the elderly's perceptions. The 91 subjects completed a questionnaire on social factors such as the subjects' self-image, their perceptions of the elderly as portrayed by the mass media, product brand preferences, sex role perceptions, and the ability to distinguish facts from exaggeration in advertising. The results showed that advertising had a negative but insignificant effect on sex role perceptions and self-image. The findings also suggested that exposure to advertising in the mass media reduces the elderly's ability to filter fact from exaggeration, and that brand switching by the elderly is directly related to advertising exposure. (HTH)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Media Effects
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (64th, East Lansing, MI, August 8-11, 1981).