This experimental research investigates the impact of age (younger vs. older adults) and program context (sad vs. neutral) on affective reactions elicited by the program, on attitude towards the ads inserted in the program and on attitude towards the brands in the ads. The results show differential effects on younger and older adults: the level of sadness reported after exposure to a sad program is less strong among older adults than among younger adults; a sad program does not influence the attitude toward the ads (Aad) when it concerns older adults, while its influence is negative when it concerns younger adults; the effect of sadness on attitude toward brands (Ab), mediated by Aad, is not significant among older adults, while it is significant and negative among younger adults. This research confirms that older adults have better emotion regulation than younger adults in a situation of negative emotion induction.
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