Book chapter
Comprehension of Marketing Communications Among Older Consumers
The Aging Consumer, pp.175-189
Marketing and Consumer Psychology Series, Routledge
2010
DOI: 10.4324/9780203852941-18
Abstract
According to the U.S. Census Bureau (https://www.census.gov), as of 2009 approximately 39 million Americans were aged 64 and older. Both new products and advertising directed toward this age group have increased over the past few years as companies such as Whirlpool, GE, Sony, L’Oreal, and Microsoft have shifted their product development and advertising strategies to target older consumers more aggressively (Glader 2008; Schechner & Kumar 2009). Both researchers and practitioners are interested in better understanding this rapidly growing older market.
Details
- Title: Subtitle
- Comprehension of Marketing Communications Among Older Consumers
- Creators
- Carolyn M. Bonifield - University of VermontCatherine A. Cole - University of Iowa
- Contributors
- A Drolet (Editor)N Schwarz (Editor)C Yoon (Editor)
- Resource Type
- Book chapter
- Publication Details
- The Aging Consumer, pp.175-189
- Series
- Marketing and Consumer Psychology Series
- DOI
- 10.4324/9780203852941-18
- Publisher
- Routledge; New York, NY
- Number of pages
- 15
- Language
- English
- Date published
- 2010
- Academic Unit
- Marketing
- Record Identifier
- 9984962891302771
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