This comparative study attempts to gain a better understanding of how to target the older European consumers and, more precisely which advertising appeals are most effective amongst the older consumers of Poland, Hungary, Ireland and the UK. In an experiment, older (N=93) and younger (N=275)...

Purpose – The paper has twin aims, one practical and one theoretical. From a practical point of view, the aim is to begin to identify appropriate marketing strategies and tactics for complementary and alternative therapists. From a theoretical point of view, the aim is to shape a research...