Age-Related Effects on Electronic Word-of-Mouth Persuasion

Abstract

Electronic word of mouth (eWOM) can inform consumers’ decisions, but do older consumers (i.e., those age 65 and older) respond to eWOM in the same way as younger ones? If not, what underlying factors contribute to this difference, and what strategies can be implemented to encourage older consumers to utilize this accessible and useful information source in their decision-making? Answering these questions is crucial given the global increase in the aging population and the growing shift toward digitalization. Three studies examine this phenomenon. Study 1 reveals a negative association between age and eWOM persuasion, so that, as consumers age, they tend to be less persuaded by eWOM. However, drawing on aging literature and self-control theory, Studies 2 and 3 demonstrate that situationally inducing older consumers to feel younger, through instructions or communication cues, increases their perceived sense of control, and ultimately results in greater eWOM persuasion. These findings expand the literature at the intersection of aging, sense of control, and eWOM by identifying perceived youthfulness and sense of control as determinants of eWOM persuasion among older consumers. They also provide marketers and policymakers with actionable insights on how to facilitate older consumers’ use of eWOM, while keeping in mind potential ethical considerations.