This research investigated motivational influences associated with age on responses to emotional advertisements. Experiment 1 showed increased liking and recall of emotional ads among older consumers and that time horizon perspective moderates these age-related differences. Experiment 2 revealed...

This research investigated the moderating role of product category type (hedonic vs. utilitarian) on age-related differences in responses to affective vs. rational ads. An experiment showed that elderly consumers (age 65 plus) had more favorable attitudes toward affective (vs. rational) ads,...

The majority of literature looking at self-control dilemmas has focused on short-term positive and long-term negative affective outcomes arising from indulgence. In two studies, we find evidence for more complex emotional responses after indulgent consumption. We show that consumers feel...