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Research Article Open Access
Culture Does Matter for Female Elders' Responses to Age Segmentation Cue (ASC) of Ads
This comparative study examines the influence of the elderly's perception of subject age and self-concept on their responsiveness to age segmentation cues. It also investigates a possible difference between American and Korean elders, based on labeling theory and social and cultural differences, by using a quasiexperimental design with two print advertisements, one with ASCs and the other without ASCs. The findings show the commonalities between the American and Korean female elderly: the perception of self-concept which is affected by educational level and religion; and self-concept which influences response to ASCs. The differences in their responses between two countries are identified in the selection of two advertisements concerning demographics: self-concept of the Korean female elderly less positive than that of the American; the responses to ASCs influenced by chronological age, education level, income, and religion. Overall, the senior members respond less positive to ASCs and their perception of subjective and self-concept influences responsiveness to ASCs.