Abstract

The effectiveness of loss-framed versus gain-framed messages in attracting attention and influencing purchase intention among younger and older adults remains unclear. We tracked the eye movements of 92 younger (18–39 years) and 83 older adults (60–82 years) while they viewed 32 advertisements and reported their purchase intentions for each advertised product. The results showed that loss-framed (vs. gain-framed) product descriptions were associated with more attention but lower purchase intention intensity (i.e. intention magnitude), and the strength of these associations did not differ significantly between age groups. Loss-framed (vs. gain-framed) product descriptions and enhanced attention were associated with greater purchase intention consistency (i.e. lower variance in purchase intention intensity), with the effect being stronger among older than younger adults. The overall findings support the attention-allocation model, which asserts that losses (or related information) can enhance on-task attention and decision consistency. However, the findings also reveal age-related differences suggesting that older adults, compared with younger adults, may be more influenced by loss messages in terms of purchase intention consistency but not attentional preference or purchase intention intensity in the advertising context.