期刊名称：Revista Innovar Journal Revista de Ciencias Administrativas y Sociales
印刷版ISSN：2248-6968
出版年度：2010
卷号：20
期号：37
页码：149-162
语种：Spanish
出版社：Universidad Nacional de Colombia - Sede Bogotá
摘要：The socioeconomic importance acquired in recent years in Spain and in other European countries by the emerging market of older people makes it necessary to study their particularities as consumers. The changes that take place during the process of aging influence perception of the advertising phenomenon and therefore the attitude shown in response to advertising. The study among older people of the effects of attitude in response to advertising and its consequences in the context of the dual mediation model is the purpose of the analysis contained in this study. We will describe how they are produced and will demonstrate the validity of tile dual mediation model as an explanation for the results of advertising among older people.
关键词：older people;attitude in response to advertising;attitude towards the brand;intention to buy;dual mediation model;personas mayores;actitud ante el anuncio;actitud hacia la marca;intención de compra;modelo de mediación dual;Personnes agées;attitude face a l'annonce;attitude face a la marque;intention d'achat;modele de mediation duelle;Idosos;atitude frente ao anuncio;atitude frente a marca;intençao de compra;modele de mediaçao dual
