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Old is the new gold : A study into the best way to communicate about home adjustment products to different senior segments.

Visser, A.S. (2017) Old is the new gold : A study into the best way to communicate about home adjustment products to different senior segments.

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Abstract:The purpose of this study was to examine whether active seniors would show different consumer responses that less active seniors when seeing a flyer about different types of products and when reading different texts. It was expected that seniors who were active would respond more positively towards communication about a small product written on a high construal level, and seniors who were not very active would respond more positively towards communication about a large product written on a low construal level. Results indicated that there was a significant difference in response on the text between the type of seniors, with active seniors having a more positive attitude when the high construal text was used in the advertisement, and less active seniors having a more positive attitude when the low construal text was used in the advertisement. No difference in response between the two types of seniors was discovered after seeing the different products, both type of seniors preferred the large home adjustment. Lastly, this study did not find interaction between type of product and type of text, on any consumer responses. Concluding, businesses targeting the senior segment should adjust their message according to the senior they want to communicate to.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/72950
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