Author(s): Fathima Siyana P
The effectiveness of advertisements depends on reaching the targeted consumers and communicating the content meaningfully and positively to them. Although the impact of age on consumers’ information processing and responses to advertisements is well documented in the existing literature, the research on age or age-related information or cues and consumers’ response to them is spread across multiple domains and lacks a comprehensive understanding. Thus the main objective of this review is to critically analyse the existing studies on the topic and thereby find major concepts and themes in them. Moreover, the study also summarizes key findings, patterns, or relationships in the existing studies in an integrated format. Finally, the review identifies and outlines the knowledge gaps that arise from this analysis. The study puts forth a few prospective research directions that could provide meaningful insights from a theoretical and practical perspective.