Electronic word-of-mouth (eWOM) can support purchasing decisions, especially for older consumers (65+), who often face barriers to seeking advice offline due to loneliness and social isolation. This research examines whether older adults are persuaded by eWOM as younger individuals and explores ways to enhance eWOM’s impact. Study 1 shows a negative association between age and eWOM persuasion. Building on self-control theory and aging research, Studies 2 and 3 demonstrate that inducing a sense of youthfulness—via specific tasks or communication cues aimed at eliciting it—boosts perceived control and increases eWOM persuasion. These findings contribute to aging and control literature and offer practical insights for increasing digital engagement among older consumers.
Aging and eWOM Persuasion
Gambicorti A.;Peluso A. M.;Pino G.
2025-01-01
Abstract
Electronic word-of-mouth (eWOM) can support purchasing decisions, especially for older consumers (65+), who often face barriers to seeking advice offline due to loneliness and social isolation. This research examines whether older adults are persuaded by eWOM as younger individuals and explores ways to enhance eWOM’s impact. Study 1 shows a negative association between age and eWOM persuasion. Building on self-control theory and aging research, Studies 2 and 3 demonstrate that inducing a sense of youthfulness—via specific tasks or communication cues aimed at eliciting it—boosts perceived control and increases eWOM persuasion. These findings contribute to aging and control literature and offer practical insights for increasing digital engagement among older consumers.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
