面部可信度影响年龄差异对可信与不可信消息的视觉注意力
Nicole Long Ki Fung1, Helene H Fung1, Li Chu1,2
1Department of Psychology, The Chinese University of Hong Kong, Hong Kong, Hong Kong.
Innovation in aging
|July 17, 2023
概括
老年人更容易受到欺诈,因为在广告中增加了面部可信度,降低了他们辨别可信信息的能力,与年轻人不同. 这会影响消费者的决策和购买意图.
科学领域:
- 消费者心理学 消费者心理学
- 老龄化与决策过程
- 行为经济学是一种行为经济学.
背景情况:
- 现有的文献表明,与年轻人相比,老年人做出不太理想的购买决策.
- 一个促成因素是老年人倾向于认为销售人员的面孔更值得信赖.
研究的目的:
- 直接比较面部可信度对年轻人和老年人的购买意图的影响.
- 调查面部可信度是否会比年轻人更多地扰乱老年人对可信信息的注意力.
- 确定与年龄相关的消费者决策差异背后的机制.
主要方法:
- 招募了92名年轻成年人 (18-37岁) 和83名老年人 (60-82岁).
- 参与者观看了32种产品的广告.
- 眼睛追踪技术测量了对广告内容的注意力 (固定时间),信息可信度和销售人员的面部可信度各不相同.
主要成果:
- 两个年龄组都表现出更高的购买意图,广告可信度和面部可信度增加.
- 在这两组中,较低的面部可信度导致了对可信内容的更多关注.
- 面部可信度降低了老年人区分可信和不可信内容的能力,与年轻人不同.
结论:
- 面部可信度可以提高不同年龄组的购买意图,但会损害老年人对信息可信度的关注.
- 这种与面部可信度相关的特定年龄的注意力缺陷,为老年人增加欺诈脆弱性提供了一个机制.
- 调查结果强调,需要针对人口老龄化制定有针对性的消费者保护战略.
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