By Florian Kohlbacher, Michael Prieler
Inhabitants getting older is a robust megatrend affecting many nations all over the world. This demographic shift has gigantic results on societies, economies and companies, and hence additionally for the advertisements undefined. ads within the getting older Society provides an perception into advertisements practitioners and shoppers in Japan.
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Extra resources for Advertising in the Aging Society: Understanding Representations, Practitioners, and Consumers in Japan
O’Leary (1993) shows in an overview of past studies on attitudes toward older people in Japan that there are many more negative stereotypes associated with older people than positive stereotypes. Negative stereotypes include “behind the times,” “stubborn,” “grumpy,” “loss of health,” “lonely,” and “weak,” while positive images include “experienced,” “kind,” “warm,” and “trustworthy” (O’Leary, 1993). Younger as well as older people in Japan have less favorable images of older people than their counterparts in China and the United States (Levy, 1999).
Robinson, Popovich, Gustafson, & Fraser, 2003). Additionally, there are potential negative effects of consumers’ comparisons with models in advertisements (Richins, 1991), and advertisements, which consumers find congruent with their self-concept, are more effective in terms of brand preference and purchase intention (Hoffmann, Liebermann, & Schwarz, 2012; Hong & Zinkhan, 1995). Indeed, this so-called self-congruity effect between brand personalities and targeted consumers’ self-concepts has been shown to be rather strong and robust (Aguirre-Rodriguez, Bosnjak, & Sirgy, 2012).
This means that people aged 50+ hold about 80% of the total personal financial assets in Japan (Nikkei Weekly, 2010). Furthermore, the older Japanese generally have nearly no debt and own the property where they live. However, this does not apply to all of Japan’s older people, and the number of poorer older people is expected to rise in the future (Fukawa, 2008; Kohlbacher & Weihrauch, 2009). Thus the market for older people is seen as a very lucrative market segment. The main focus, at the moment, is on the “old, rich, and healthy”; the “old, poor, and sick” are receiving significantly less attention.
Advertising in the Aging Society: Understanding Representations, Practitioners, and Consumers in Japan by Florian Kohlbacher, Michael Prieler