Table 3 The content typology choice of... | Emerald Publishing

Table 3

The content typology choice of older consumers

Content typology	Product category	Main themes	Represented quotes
Content format	Utilitarian	Motion Video	“In this case, because I know the product. So, I prefer this one, for example. Okay, because the video takes too much time, and I do not want to lose time because it is a lot of time for me.” (I01)
	Utilitarian	Motion Video	“I think it is very well designed, and it uses motion, but with the shape of the bottle with a label and then a very simple message. I think it is great.” (I12)
	Hedonic	Picture, Video	“What I normally do when I look for the hotel is to see the pictures more than video. I like the photos because if I see them, if I am watching a hotel and I see bad photos, I put aside.” (I01)
	Hedonic	Picture, Video	“I think it is very, very much appealing. It is one picture. The idea, from my point of view, is not giving you information. It is just motivating you, saying, well, would you like to be there? If you are using the ideal model, this has very much to do with the attention so that I can get detailed information afterwards.” (I13)
Content type	Utilitarian	Product attributes	“For the information, they have with the product, I read the quality, what they are for. For example, the tissue they are made of.” (I07)
	Utilitarian	Product attributes	“If I want to buy a product, I focus on the product itself. There is a similar part in the content. Yes. But, the focus, the principal focus, is the product itself.” (I16)
	Hedonic	Product attributes, Promotional	“Most of all, it is important, the specification about the product to just see if it is a good one and if it is worth buying it. And if it is useful for me in any way, you know, so it is important. All the information I can get.” (I05)
	Hedonic	Product attributes, Promotional	“This is important for the price, of course. Location, the price, the quality, how many stars? And so on.” (I06)

Content typology	Product category	Main themes	Represented quotes
Content format	Utilitarian	Motion Video	“In this case, because I know the product. So, I prefer this one, for example. Okay, because the video takes too much time, and I do not want to lose time because it is a lot of time for me.” (I01)
	Utilitarian	Motion Video	“I think it is very well designed, and it uses motion, but with the shape of the bottle with a label and then a very simple message. I think it is great.” (I12)
	Hedonic	Picture, Video	“What I normally do when I look for the hotel is to see the pictures more than video. I like the photos because if I see them, if I am watching a hotel and I see bad photos, I put aside.” (I01)
	Hedonic	Picture, Video	“I think it is very, very much appealing. It is one picture. The idea, from my point of view, is not giving you information. It is just motivating you, saying, well, would you like to be there? If you are using the ideal model, this has very much to do with the attention so that I can get detailed information afterwards.” (I13)
Content type	Utilitarian	Product attributes	“For the information, they have with the product, I read the quality, what they are for. For example, the tissue they are made of.” (I07)
	Utilitarian	Product attributes	“If I want to buy a product, I focus on the product itself. There is a similar part in the content. Yes. But, the focus, the principal focus, is the product itself.” (I16)
	Hedonic	Product attributes, Promotional	“Most of all, it is important, the specification about the product to just see if it is a good one and if it is worth buying it. And if it is useful for me in any way, you know, so it is important. All the information I can get.” (I05)
	Hedonic	Product attributes, Promotional	“This is important for the price, of course. Location, the price, the quality, how many stars? And so on.” (I06)

Source(s): Authors’ own work