Aging and Consumer Behavior

Carolyn Yoon; Catherine A Cole

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Book chapter

Aging and Consumer Behavior

Carolyn Yoon and Catherine A Cole

Handbook of Consumer Psychology, pp.247-270

Marketing and consumer psychology series, Lawrence Erlbaum Associates

2008

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Abstract

Until recently, most businesses and marketing researchers have virtually ignored the older market. Perhaps this neglect stemmed from inaccurate stereotypes about older consumers so that they were routinely written o as poor, overly frugal, or already set in their loyalty to brands. These stereotypes about older people, however, appear to be falling slowly by the wayside. For example, recent research conducted by the American Association of Retired Persons (AARP) suggests that for most products, the majority of older adults are not loyal to a single brand (AARP Report, 2002).

Di Cult

Decision Aids

IAT Measure

Senior Citizen Discount

Nonoptimal Time

Alternative Evaluation Stage

Vice Versa

Self-initiated Processing

Younger Consumers

AARP Report

Circadian Arousal

Reduced Processing Resources

Lateral Prefrontal Cortex

Limited Processing Resources

Self-positivity Bias

Post-purchase Behavior

Consumer Decision Making

Memory Performance Decline

Young Men

Shi Man

Prospective Memory

Persuasion Knowledge

Processing Resources

Details

Title: Subtitle: Aging and Consumer Behavior
Creators: Carolyn Yoon - University of Michigan
Catherine A Cole - University of Iowa
Contributors: Curtis P. Haugtvedt (Editor)
Paul M. Herr (Editor)
Frank R. Kardes (Editor)
Resource Type: Book chapter
Publication Details: Handbook of Consumer Psychology, pp.247-270
Series: Marketing and consumer psychology series
Publisher: Lawrence Erlbaum Associates; New York
Language: English
Date published: 2008
Academic Unit: Marketing
Record Identifier: 9984962889602771

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