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

ABSTRACT:

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. non-credible) information to a higher degree compared with younger adults.

Research design and methods

A sample of 92 younger (aged 18-37 years) and 83 older (aged 60-82 years) adults viewed advertisements

SUBMITTER: Fung NLK 

PROVIDER: S-EPMC10340441 | biostudies-literature | 2023

REPOSITORIES: biostudies-literature