We found a match
Your institution may have rights to this item. Sign in to continue.
- Title
Decision making and brand choice by older consumers.
- Authors
Cole, Catherine; Laurent, Gilles; Drolet, Aimee; Ebert, Jane; Gutchess, Angela; Lambert-Pandraud, Raphaëlle; Mullet, Etienne; Norton, Michael; Peters, Ellen
- Abstract
Older adults constitute a rapidly growing demographic segment, but stereotypes persist about their consumer behavior. The goal of this review was to develop a more considered understanding of age-associated changes in consumer decision making. Our theoretical model suggests that age-associated changes in cognition, affect, and goals interact to make older consumers’ decision-making processes, brand choices, and habits different from those of younger adults. We first review literature on stereotypes about the elderly and then turn to an analysis of age differences in the inputs (cognition, affect, and goals) and the outcomes (decisions, brand choices, and habits) of decision processes.
- Subjects
OLDER consumers; CONSUMER behavior; BRAND choice; RELATIONSHIP marketing; CONSUMER preferences; DECISION making in old age
- Publication
Marketing Letters, 2008, Vol 19, Issue 3/4, p355
- ISSN
0923-0645
- Publication type
Article
- DOI
10.1007/s11002-008-9058-x