Framing effects on attention to advertisements and purchase intentions among younger and older adults.

The effectiveness of loss-framed versus gain-framed messages in attracting attention and influencing purchase intention among younger and older adults remains unclear. We tracked the eye movements of 92 younger (18-39 years) and 83 older adults (60-82 years) while they viewed 32 advertisements and reported their purchase intentions for each advertised product. The results showed that loss-framed (vs.

Facial Trustworthiness Influences Age Differences in Visual Attention Toward Credible Versus Non-credible Messages.

Background And Objectives: The literature on consumer decision-making and aging suggests that older adults make less optimal buying decisions than younger adults do, partly because older adults tend to perceive salespersons' faces as more trustworthy. This study aims to directly test the difference in the effect of perceived facial trustworthiness on buying intention between younger and older adults. It also aims to reveal the underlying mechanisms of this age-related difference by testing whether a more trustworthy face disrupts older adults' attention toward credible (vs.