Download e-book for kindle: Advertising in the Aging Society: Understanding by Florian Kohlbacher, Michael Prieler
By Florian Kohlbacher, Michael Prieler
Inhabitants getting older is a strong megatrend affecting many nations all over the world. This demographic shift has huge results on societies, economies and companies, and therefore additionally for the advertisements undefined. advertisements within the getting older Society offers an perception into advertisements practitioners and shoppers in Japan.
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Inhabitants getting older is a strong megatrend affecting many nations all over the world. This demographic shift has sizeable results on societies, economies and companies, and therefore additionally for the ads undefined. advertisements within the getting older Society provides an perception into ads practitioners and shoppers in Japan.
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Additional info for Advertising in the Aging Society: Understanding Representations, Practitioners, and Consumers in Japan
As a matter of fact, older people hold a disproportionately large amount of personal financial assets, with those in their 50s and 60s owning 21% and 31% respectively of the total, and those aged 70+ holding 28%. This means that people aged 50+ hold about 80% of the total personal financial assets in Japan (Nikkei Weekly, 2010). Furthermore, the older Japanese generally have nearly no debt and own the property where they live. However, this does not apply to all of Japan’s older people, and the number of poorer older people is expected to rise in the future (Fukawa, 2008; Kohlbacher & Weihrauch, 2009).
The number of potential customers is not the sole determinant of new business opportunities. Purchasing power and consumer behavior play a significant role and could compensate for the decline in customer numbers (Kohlbacher, 2011). Older people tend to spend their accumulated income and wealth instead of concentrating on savings and investments. 2). 2 Average monthly consumption expenditures per household (by age group of the household head in Japanese yen, 2013 – average spending for one person in two-or-more-person households) Source: Authors’ calculations based on Statistics Japan, 2013.
Two theories that are especially helpful for understanding the possible effects of advertising are social cognitive theory and cultivation theory. Social cognitive theory (Bandura, 2009) claims that learning about the social environment can occur through direct or vicarious observations (such as watching television). People model their behavior based on these observations, for example, appropriate age roles. Thus, both younger and older people may learn about appropriate behavior and roles for their respective age groups through advertising and the media.
Advertising in the Aging Society: Understanding Representations, Practitioners, and Consumers in Japan by Florian Kohlbacher, Michael Prieler