The effects of advertising models for age-restricted products and self-concept discrepancy on advertising outcomes among young adolescents

• Autores: Todd Pezzuti, Dante Pirouz, Cornelia (Connie) Pechmann
• Localización: Journal of Consumer Psychology, ISSN-e 1057-7408, Vol. 25, Nº. 3, 2015, págs. 519-529
• Idioma: inglés
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• Dialnet Métricas: 3 Citas
• Resumen

  • Research on discrepancies between the actual self and ideal self has examined self-discrepancies in knowledge, skills and stature but age-based self-discrepancies have only recently received attention and so we studied this phenomenon in young adolescents. In three studies we identified a product-category contextual cue that apparently caused adolescents to respond to an existing age-based self-discrepancy. Specifically we found that when the contextual cue was advertising for an age-restricted product, adolescents conformed to dissimilar young adult advertising models and diverged from similar adolescent models. This indicated that the contextual cue caused them to respond to an age-based self-discrepancy and use a product associated with the ideal self rather than the actual self. Importantly, this response was stronger among adolescents that were more dissatisfied with their age. With advertising for an age-unrestricted product, adolescents conformed to adolescent advertising models and diverged from young adult models. Industry policies for age-restricted products assume that similarity drives influence and therefore mandate that advertising models be young adults rather than adolescents. Our findings suggest this assumption is invalid for age-restricted products.