What's my age again? The influence of subjective age on consumer health-related attitudes. Issue 3 (3rd July 2019)

• Record Type: Journal Article
• Authors: Brannon, Daniel; Miller, Chadwick J.
• Is Part Of: Health marketing quarterly. Volume 36:Issue 3(2019)
• Page Start: 254
• Page End: 270
• Publication Date: 2019-07-03
• Subjects: Age identity -- attitudes -- health messaging -- subjective age -- self-esteem; Medical care -- Marketing -- Periodicals; Medical instruments and apparatus industry -- Periodicals; Marketing of Health Services -- Periodicals; Periodicals -- Electronic full-text; 338.4761028
• DOI: 10.1080/07359683.2019.1618011
• Languages: English
• ISSNs: 0735-9683

Abstract

Abstract: We examine how shifts in subjective age influence consumer health-related attitudes. In Study 1, participants made to feel subjectively young (vs. old) exhibited more positive attitudes after viewing a health-related marketing message. Underlying this effect, subjectively young (vs. old) participants experienced higher levels of self-esteem. Study 2 tested our process by manipulating subjective physical, as opposed to mental age. Our research is the first to investigate the impact of temporary changes in subjective age on consumer attitudes towards healthy behaviors, and the first to compare the effects of mental (vs. physical) subjective age on these attitudes.