THE COGNITIVE PROCESSING OF MISLEADING ADVERTISING IN YOUNG AND OLD ADULTS - ASSESSMENT AND TRAINING
THE COGNITIVE PROCESSING OF MISLEADING ADVERTISING IN YOUNG AND OLD ADULTS - ASSESSMENT AND TRAINING
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DOI：
10.1086/209091
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发表时间：
1987-06-01
影响因子：
7.2
通讯作者：
HEATH, TB
中科院分区：
文献类型：
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作者：
GAETH, GJ;HEATH, TB
三个实验评估了误导性广告对老年和年轻成年消费者的影响：(a)对误导性广告技术的易感性，(b)区分非误导性和潜在误导性广告主张的能力，以及(c)对培训的反应。尽管在实验1中，受试者的记忆反应没有差异，但在评估过程中，当广告出现时，年轻人更不容易受到误导技术的影响（实验2）。最后，训练降低了两组的易感性，尽管它也降低了年轻人的歧视（实验3）。这些发现在潜在的与年龄相关的认知和队列差异方面进行了讨论。
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.