This paper aims to investigate the influence of advertisements on the decision-making processes of elderly consumers,focusing specifically on when and how to persuade this group of consumers.Its objectives are 1)to examine the impact of two variables(optimal time of day and message framing)on elderly consumers purchasing intentions and 2)to explore the mediating effect of efficacy as the underlying mechanism explaining the persuasion process.The results of this study are expected to provide not only useful insights to improve the effectiveness of advertisements targeting elderly consumers but also a deeper understanding of elderly consumers behaviors,which should assist regulators in protecting this vulnerable group of consumers.