A number of recent empiri-cal investigations (Cole and Gaeth, 1990; Cole and Houston, 1987; Davis and French, 1989; Gaeth and Heath, 1987; Milliman and Erffmeyer, 1990) as well as an insightful lit-erature review (Roedder-John and Cole, 1986) provide evi-dence of a growing interest in the consumer behavior of the elderly. This interest appears well-warranted, given that the elderly are heavy users of mass media; that they rely on sources such as television and newspa-pers for information to aid in purchase decisions; and that there are significant differences between young adults and the elderly in their ability to process information (Phillips and Stern-thal, 1977). From a practical per-spective as well, the growing elderly segment is worth consid-ering. With over 25 million peo-ple in the United States, the over-65 group constitutes more than 11 percent of the popula-tion and is growing at a more rapid rate than the general pop-ulation. The elderly segment ac-counts for over $60 billion in an-nual consumer spending in the United States (Lumpkin and Hite, 1988). As Zaltman, Perloff, and Valle (1980) note, traditional consumer communication efforts may not be effective for the elderly. In this study we use an experimen-tal paradigm to compare the po-tential effectiveness of three types of advertising strategies on older viewers: (1) an informa-tion-oriented appeal that pre-sented explicit product benefits; (2) a music-oriented appeal that presented little in the way of explicit product benefits; and (3) an appeal that stressed both ex-plicit product benefits and mu-sic. We investigate their effects on various levels of the commu-nication hierarchy including choice behavior, a dependent variable often ignored in labora-tory studies of advertising ef-fects.