Age-stereotypes in advertising: A quantitative study on consumer reactions to non- stereotyped portrayals of age in advertising

Abstract: The average age of the world's population is increasing. Despite this, elders are underrepresented in advertising and, when included, often portrayed in an age-stereotypical way. This quantitative study examines if portraying age in a nonstereotyped manner in advertising influences consumer reactions in terms of brand-related and social effects and if signaling theory can provide relevant support to explain the effects. The desired segment of this study is Swedish consumers in the age group over fifty. Data was collected through an online questionnaire that was used in an experiment prepared and conducted during March to May 2021. The results suggest that there are no effects in terms of consumer reactions from using non-stereotyped portrayals of age in advertising. No significant brand-related effects or social effects were found. The discussion emphasizes the complexity of nonstereotyped portrayals of age in advertising and compares the findings with previous research.