This research investigates the influence of ageing and its associated time horizon perspective on responses to promotion versus prevention focus advertisements. The results show that both older and younger adults had more favourable reactions to prevention versus promotion focus advertisements when they were asked to think about time as limited. When older and younger adults were asked to think about time as expansive, they had better liking of the promotion focus appeal. In the absence of time horizon manipulation, older adults preferred the prevention message, whereas younger adults expressed similar liking for both promotion and prevention messages. Theoretical and managerial implications and directions for future research are also discussed
