A Generational Perspective: The Role of Age in Emotional and Brand Responses to Advertising

As someone who is passionate about emotional advertising and drawn to athletic narratives, I've always looked forward to the Olympics season. I find inspiration in watching my favorite athletes and hearing their stories.

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For one of my final psychology courses, "Science of Emotion," I had the opportunity to design and conduct my own research project. I decided to combine my interests in psychology and advertising, specifically focusing on the emotional impact of media on viewers.

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Marketing professionals, advertising strategists, and psychology researchers are seeking an evidence-based understanding of emotional advertising effectiveness across age demographics.

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That's why I explored how age influences emotional receptiveness to advertisements. I conducted a study where participants watched one of my favorite ads, Procter & Gamble’s “Thank You, Mom” (Rio 2016 Olympics).

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I measured their emotional responses and brand perception. Findings revealed that while age did not significantly impact emotional reactions, those with stronger emotional responses were more likely to view P&G positively and express purchase interest. This study reinforced the power of emotional advertising in driving consumer engagement across different age groups.