Publication Type
Journal Article
Version
submittedVersion
Publication Date
5-2007
Abstract
Past research demonstrates that the majority of older adults (60 years and older) perform resource-demanding tasks better in the morning than in the afternoon or evening. The authors ask whether this time-of-day effect also impacts persuasion processes performed under relatively high involvement. The data show that the attitudes of older adults are more strongly affected by an easy-to-process criterion, picturerelatedness, at their non-optimal time of day (afternoon) and by a more-difficult-to-process criterion, argument strength, at their optimal time of day (morning). In contrast, the attitudes of younger adults are affected primarily by argument strength at both their optimal (afternoon) and non-optimal (morning) times of day. Process-level evidence that accords with these results is provided. The results accentuate the need for matching marketing communications to the processing styles and abilities of older adults.
Discipline
Marketing
Research Areas
Marketing
Publication
Psychology and Marketing
Volume
24
Issue
5
First Page
475
Last Page
495
ISSN
0742-6046
Identifier
10.1002/mar.20169
Publisher
Wiley
Citation
Yoon, Carolyn C.; LEE, Pui Yee, Michelle; and Danziger, Shai.
The effects of optimal time of day on persuasion processes in older adults. (2007). Psychology and Marketing. 24, (5), 475-495.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/595
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Additional URL
https://doi.org/10.1002/mar.20169