Cette étude a pour objectif de mettre en évidence l'impact de l'âge perçu du modèle inclus dans une annonce sur plusieurs variables d'efficacité publicitaire: les attitudes, les croyances et l'intention d'achat. Ce rôle est examiné sur deux populations — les jeunes adultes et les seniors — en considérant l'âge chronologique des individus, mais également leur âge subjectif quand il s'agit des seniors. Les résultats montrent que l'âge du modèle joue un rôle clé dans l'efficacité publicitaire, rôle qui varie en fonction de l'âge chronologique et subjectif des individus. Par ailleurs, le rôle fondamental de la similarité entre l'âge du modèle et l'âge réel ou subjectif du répondant a été mis en évidence.
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