Ältere Menschen als Zielgruppe der Werbung: Eine explorative empirische Studie zu Wahrnehmung und Selbstbild der "Best Ager" sowie stereotypen Vorstellungen vom "Alt-sein" in jüngeren Altersgruppen

In this exploratory investigation, we study Best Agers (51–65 years) with regard to three aspects: (1) their perception of seniors as models in advertising, (2) their age-related self-image and (3) age stereotypes prevalent in younger age groups. In an empirical study, spontaneous responses from a total of 240 respondents were collected and content analyzed. We find that marketers need to choose other than age-related appeals in addressing older consumers, and that senior models currently used in advertising are often perceived as non-authentic by the target group. Results show that middle-aged models can be best used to address both older and middle-aged customers. Comparing Best Agers’ self-image and general age stereotypes, we find both similarities and differences. Based on these findings marketers can better address Best Agers as an attractive target group.