Targeting older consumers: exploring the advertising impact of the (subjective) age of models used in advertising

In an experimental design with 185 participants (age 65 to 70), the impact of the models' age was examined on model likeability and perceived model credibility. Using a 2 (gender) x 3 (age category) experimental between subjects factorial design, we examined what the optimal model age is in terms of advertising effects, when designing an advertisement for older consumers. The results show that the models’ age has a significant impact on model likeability and credibility, and that these findings differ for men and women. In addition, the likeability and credibility of the model influence the attitude-toward-the-ad, attitude-toward-the-brand and purchase intentions.