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• W2030185854 abstract "This paper explores how individual characteristics of age, need for cognition (NFC), and affective intensity (AI) interact with each other and with advertising appeal frames (i.e., rational, positive-emotional, negative-emotional) to influence ad attitudes, involvement, and recall. The mixed design study reveals that younger adults recall emotional messages, especially negative ones, better than rational ones, but recall does not differ for older adults across appeal frames. Older adults prefer rational and positive messages to negative-emotional messages but ad attitudes do not differ among younger adults across appeal frames. Finally, age interacts with AI, but not NFC, to influence ad responsiveness. Both age and AI influence ad attitudes such that older adults exhibit the most positive ad attitudes across all appeal frames." @default.
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• W2030185854 date "2011-01-01" @default.
• W2030185854 modified "2023-09-28" @default.
• W2030185854 title "Effects of age, need for cognition, and affective intensity on advertising effectiveness" @default.
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• W2030185854 doi "https://doi.org/10.1016/j.jbusres.2009.09.013" @default.
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