Short answer
When designing marketing materials for mature audiences, select models whose perceived cognitive age aligns with that of the target demographic to enhance product appeal.
- Field
- Innovation & Markets
- Source
- Review of Business Management (2015)
- Method
- Experimental research
- Sample
- 164 participants
- Evidence
- Strong effect
Mature women exhibit a more positive attitude towards fashion items when the model featured in advertisements is perceived to be closer to their own cognitive age. This innovation & markets research insight is drawn from a 2015 study published in Review of Business Management. Using Experimental research with 164 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: When designing marketing materials for mature audiences, select models whose perceived cognitive age aligns with that of the target demographic to enhance product appeal.
Model's perceived cognitive age significantly impacts mature women's product attitude.
Mature women exhibit a more positive attitude towards fashion items when the model featured in advertisements is perceived to be closer to their own cognitive age.
Review of Business Management · 2015
Key Findings
- 01Identification with a model is stronger when the respondent perceives the model's cognitive age to be similar to their own.
- 02Attitude towards a clothing collection is more positive when the respondent perceives the model to be closer to their own cognitive age.
Application
Design takeaway
When designing marketing materials for mature audiences, select models whose perceived cognitive age aligns with that of the target demographic to enhance product appeal.
How to apply
Before launching a new fashion line or advertising campaign aimed at older adults, conduct user research to understand their perceptions of model age and its impact on their purchasing decisions.
Project actions
- 01When researching target audiences, consider not just chronological age but also 'cognitive age' – how old people feel.
- 02Test different model representations in your design projects to see which resonates best with your intended users.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Uses established theoretical frameworks for cognitive age.
- +Employs quantitative measures to assess attitudes and identification.
Limitations
It can be challenging to accurately measure 'cognitive age' and to control for all other factors that might influence a person's attitude towards an advertisement.
Reliability & validity
The study's reliance on self-reported attitudes and identification, and the potential for demand characteristics, could affect validity. Using established scales from literature likely enhances reliability.
Think critically
How might the concept of 'cognitive age' differ across various cultures or socioeconomic groups, and how would this impact fashion advertising strategies?
Design Principles
"Align model representation with target audience's cognitive age to foster identification and positive product perception."
This finding is crucial for fashion brands and advertisers targeting mature demographics. Understanding the psychological impact of model selection can lead to more effective marketing campaigns, increased consumer engagement, and ultimately, improved sales by fostering stronger identification and positive associations with products.
What This Means for Your Design
Older women like fashion ads more when the models look like they are around the same age as them.
How to use in your project
- 1.Use this research to justify your choice of model or visual representation in your design project's promotional materials.
- 2.Incorporate findings about cognitive age into your user persona development for mature demographics.
Add to My Project
Quick Cite
Paragraph starter
Research indicates that for mature consumers, the perceived cognitive age of models in fashion photography significantly influences their attitude towards products. Specifically, a stronger identification with models who appear closer to the consumer's own cognitive age leads to a more positive reception of the displayed items. This suggests that design and marketing efforts targeting this demographic should prioritize model selection that resonates with the target audience's self-perceived age to enhance product appeal and brand engagement.
Source
Review of Business Management
Mature women’s attitude toward fashion photographs
journal · 2015
View sourceQuestions About This Research
- What does the research say about model's perceived cognitive age significantly impacts mature women's product attitude?
- When designing marketing materials for mature audiences, select models whose perceived cognitive age aligns with that of the target demographic to enhance product appeal. Evidence: Review of Business Management (2015).
- Why does "Model's perceived cognitive age significantly impacts mature women's product attitude." matter for design?
- This finding is crucial for fashion brands and advertisers targeting mature demographics. Understanding the psychological impact of model selection can lead to more effective marketing campaigns, increased consumer engagement, and ultimately, improved sales by fostering stronger identification and positive associations with products.
- How can designers apply this research?
- When designing marketing materials for mature audiences, select models whose perceived cognitive age aligns with that of the target demographic to enhance product appeal.
- What were the main findings?
- Identification with a model is stronger when the respondent perceives the model's cognitive age to be similar to their own.. Attitude towards a clothing collection is more positive when the respondent perceives the model to be closer to their own cognitive age.
- What research method was used?
- Experimental research with 164 participants.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2015 journal from Review of Business Management.
- What should I do differently in my next project?
- Before launching a new fashion line or advertising campaign aimed at older adults, conduct user research to understand their perceptions of model age and its impact on their purchasing decisions.
- What are the limitations?
- The study was conducted in Rio de Janeiro, so findings may not be generalizable to other cultural contexts. The focus was specifically on mature women aged 55-70.