The Influence Of False Advertisements And Product Types On The Persuasive Effect Of The Elderly

In daily life,people often come across false advertisements.False advertising deceives and misleads consumers with false or misleading content,which seriously damages consumers’ legitimate rights and interests.Compared with young people,the elderly may be more easily persuaded by false advertisements in daily life due to their cognitive aging,preference for positive information,and inaccurate processing of detailed information,etc.,and their vulnerability to fraud is higher.This study examined the falsely different ads,product categories,and the effectiveness of false information cues on the advertising persuasiveness of the elderly and young people through two experiments.Experiment 1 was a 2(age: elderly,youth)× 2(falsely different ads: false advertising,non-false advertising)× 2(product category: practical product,hedonic product)three-factor mixed design to explore the age differences in the credibility evaluation of the advertisements and the purchase intention.Experiment 2 was based on the false advertisements in Experiment1.The variable of the effectiveness of false information tips was added,and 2(age: elderly,youth)× 2(effectiveness of false information cue: valid,invalid)× 2(product category:practical product,hedonic product)three-factor mixed design to further explore the age differences of credibility evaluation and purchase intention.Through these two experiments,this study reached the following conclusions:(1)Compared with young people,the older adults had higher credibility evaluation of false advertising;(2)Compared with non-false advertising of practical product,elderly people had higher intention to purchase false advertising of practical product;(3)Compared with invalid false information cue,valid false information cue could effectively reduce the individual’s credibility evaluation and purchase willingness to false advertisements;(4)Compared with the false advertising of practical product under the condition of invalid false information cue,the elderly had lower intention to purchase the false advertising of practical product under the condition of valid false information cue.