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Peer reviewedLicata, Jane W.; Biswas, Abhijit; Krishnan, Balaji C. – Journal of Consumer Affairs, 1998
Forty older and 60 younger adults were asked to estimate the level of discount expected in ads. Consumers were skeptical of implausible discounts. Implausible and highly plausible discounts had more influence on price perceptions than did discounts with low plausibility. (SK)
Descriptors: Advertising, Attitudes, Consumer Education, Older Adults
Peer reviewedSmith, Ruth Belk; Moschis, George P. – Journal of Consumer Affairs, 1985
Examines the effects of selected antecedent variables and communication processes on the consumer behavior of the elderly. Results suggest that the mass media and the family may be instrumental in reinforcing or developing traditional sex-role stereotypes among the elderly, whereas consumer education may help them filter puffery in advertisements.…
Descriptors: Advertising, Behavioral Science Research, Communications, Consumer Education
