The results were as follows. FindingsThis chapter looks at four advantages of social media. Purpose — The purpose of this paper is to investigate how the weight of ideal users affects the perception of mass market fashion brands. Finally, cognitive age impacts attitudes towards different media, brands, and various forms of marketing communications Barak, 1998; Barak and Rahtz, 1990; Dolinsky et al. This study applied generational cohort theory to compare the consumer purchase behaviour of Generation Y and Baby Boomer cohorts with regard to sports compression garments.
Clearly, therefore, cognitive age is a proven concept for better understanding consumer behavior across a range of products, sectors, and media. Findings can be applied in other areas of sportswear and to other countries. Age similarity between older models and older consumers resulted in significant positive effects for source credibility and interpersonal attraction. Third, product attributes for outdoor wear differentiation were service and store, product quality, brand and popularity, and product designs with mean values of product quality, product design, service and store, and brand and popularity, respectively. The authors analyze the similarities and differences between the three profiles collected from each respondent: self, ideal and choice.
Females and males with higher clothing expenditures were most likely to report such usage. Abstract The growing trend to live a healthier lifestyle and increase quality of life is important for sportswear marketers worldwide. Many informants were disappointed with their current body type, shopping experience and the industry offers. The premise of this research is that mature females who participate more intensely in physical activities will have both greater life satisfaction scores and a younger cognitive age i. Companies need the right tools e.
If magazine advertising is indeed responsive to reader taste, then the elderly are not highly valued consumers in these magazines. The study builds on a small number of previous studies that validate cognitive age, extends current knowledge of the measurement properties of cognitive age, and identifies two distinct international segments of Baby Boomers. More research on this age demographic and the impact of cognitive age vs. Tomoyo Takagi is Associate Professor of Graduate School of Humanities and Social Sciences at University of Tsukuba in Japan. Those married and older tended to think that outdoor wear should be differentiated more than that for those single and younger. Although research has begun to address if, when, and how the above process translates to Internet advertising, continued study is needed in this area.
While manufacturers, such as Levi Strauss, have offered fuller-cut clothing and jeans for the mature consumer, a void still exists in the fashion clothing market for older Americans. The following chapter depicts a study undertaken to further clarify the relationship between attitudes toward Internet advertising, brand attitudes, and purchase intentions. It was found that there was a very high correlation among cognitive ages, and the lower cognitive age a woman had, the higher difference age she showed. These strategies relate directly to the identified characteristics of older adults. Research and theory supporting this idea are based largely on traditional means of advertising e. Structural equation modeling is used to investigate multinational measurement invariance of the cognitive age scale. Practical implications The study has implications for marketing mangers wishing to target the increasingly important young at heart Baby Boomer.
This article presents the results of qualitative research into New Zealand baby boomers' responses to advertisements for glasses as a specific health-related product. The research provides a window into how young women make judgments of physical attractiveness based on facial features. In total, 13 informants aged from 53 to 71 years were participated in this study. This matches the expectation of consumers exposed to local as well as international fashion advertising. Younger consumers evaluated older models higher than younger models on one dimension of credibility, but indi cated no other significant differences in attitudes toward younger or older models. The data suggest that the use of television for information processing of this sort is likely to be implicit. The trend of consumer' health-conscious lifestyle has led that more people participate in sports and outdoor activities to promote healthy lifestyles and alleviate health risks such as obesity Stamatakis and Chaudhury, 2008.
The retailing in the activewear specialty market is considered as an important business segment because they often include apparel purchases for everyday use as well as active sports or physical participation Wray and Hodges, 2008. A total of 65 children from four African countries — Ghana, Nigeria, Kenya and Uganda — participated in 12 focus group discussions on the subject matter. Consumer evaluations were significantly different on the necessity of outdoor wear differentiation according to age and total income. She has published a monograph titled: Negotiation of Contingent Talk: Japanese interactional particles ne and sa from John Benjamins in 2005. A pretest ascertained that models were perceived as younger established at about 25 years or older close to 55 years. Finally, practical recommendations are made for more effective advertising of glasses to baby boomers. Eeto is one of the most frequently occurring Japanese vocal markers.
Purpose: The purpose of this paper is to understand the difference in purchase decision behavior of compression sportswear by Baby Boomers and Generation Y. Participants with higher environmental affect showed greater purchase intention when exposed to the pure environmental advertisement; those with a lower level of affect showed greater purchase intention when exposed to the personal environmental advertisement. This paper supplements the existing literature on the attitudes of children to advertising, but from Africa as a different contextual platform. Social media can engage customers, industry influencers, and thought pundits in cost-effective ways that benefit both the firm and stakeholders. Hence, it is likely that hybrid models i. The study focused on the consumers exposed to both local and foreign fashion advertising.
Corporations have seen how consumers can share their experiences with products and services. Their buying styles, product and service needs, and shopping behavior are shown to vary from those of younger adults and, in fact, vary substantially within the older adult population. Social implications — The results inform the debate over skinny models vs real women in advertising. PurposeThis chapter demonstrates the strategic use of social media by firms interacting with stakeholders, not just customers. Generally, women's fashion magazines have not featured models over age 40 to communicate fashion messages to the older population. Analysis of variance revealed that frequent vigorous exercisers and long walkers had significantly higher life satisfaction scores than the less active short walkers and inactives.