Journal
MARKETING LETTERS
Volume 19, Issue 3-4, Pages 355-365Publisher
SPRINGER
DOI: 10.1007/s11002-008-9058-x
Keywords
Older consumers; Decision making; Choice
Categories
Ask authors/readers for more resources
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.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available