Tweens Perception of Advertising Using an Older Cognitive Age Tetty Rimenda {rimenta@yahoo.com} Politeknik Negeri Jakarta, Indonesia Abstract. Cognitive age is people’s perception of the age which is younger or older than their chronological age. This research investigated whether tween had a cognitive age perception. Based on their cognitive, tweens have not been able to understand the concept of a cognitive age, because their cognitive development is still in a concrete operational phase, contrary from social view they are capable. The major purpose of this research was to test tweens and determine if they can be influenced by ads using a cognitive age concept. Data was collected from 115 tween boys and 95 tween girls (11- 12 years old). This study used experimental design 2 (cognitive age: congruent versus incongruent) x 2 (ad model: male versus female) x 2 (age of model: peer versus older).This study proved that tweens have a perception of the cognitive age. The desire to have products in tween boys and girls is equally aroused by congruence with older advertising models. The desire to evaluate products differs between tween boys and girls. There is no difference between tween boys and tween girls in terms of giving references. The findings also provide information for educators and parents to be more vigilant in looking at various ad. Keywords: cognitive age, congruence, tween 1. Introduction The cognitive age concept is commonly used in an advertising format. Cognitive age is a person’s perception of their age, which differs from their chronological age. A 60 year old person may feel that he/she is 50 and their behavior is similar to people that are 50 years old. Cognitive age influences their buying behavior, it can be seen from the choice of products they buy. The concept of cognitive age is applicable for all ages, younger or older. However, characteristic of younger cognitive age is in the contrary to the older cognitive age. Younger people tend to be in older cognitive age, while older people are vise versa. The objective of this research was to evaluate if tweens can be persuaded by ads with a cognitive age concept. The cognitive age concept is frequently used these days in an ad. Does tween already understand ads message that use the cognitive age concept ? According to psychology, the child’ ability to understand advertising message depends on their cognitive development. so the children can not yet understand an ad that uses the concept of cognitive age. Conversely from social view, cognitive is not the only factor for children to understand the ad. The ability of children’s to socialize also determines their understanding of advertising. The novelty of this research because it is done on tween. Tween is a 10 – 12 years old child. They are specials because they can influence their parents’ buying decision, they are very technological genious, and rapid information development follower. The word tween is originated from the word “in -be-tween”. They do not want to be considered children anymore, although they are not completely teenagers .Population of tween is big enough (10% of Indonesian population) (Indonesia Statistics Bureau = BPS, 2010), so they are an ICTES 2018, November 21-22, Bali, Indonesia Copyright © 2019 EAI DOI 10.4108/eai.21-11-2018.2282300