chapter  9
18 Pages

Comprehension of and Vulnerability to Persuasive Marketing Communications among Older Consumers

WithCarolyn M. Bonifield, Catherine A. Cole

We review literature discussing task characteristics, contextual variables, and individual differences that affect older adults’ comprehension. We consider implications of this literature for marketing communications and product warnings, summarizing our findings as propositions in a table. Finally, we explore how these factors increase older adults’ vulnerability to two types of persuasive communication: prescription drug advertising and telemarketing.