Journal article
Decision making and brand choice by older consumers
Marketing letters, Vol.19(3-4), pp.355-365
12/01/2008
DOI: 10.1007/s11002-008-9058-x
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.
Details
- Title: Subtitle
- Decision making and brand choice by older consumers
- Creators
- Catherine Cole - University of IowaGilles Laurent - HEC ParisAimee Drolet - University of California, Los AngelesJane Ebert - University of MinnesotaAngela Gutchess - Brandeis UniversityRaphaelle Lambert-Pandraud - ESCP Business SchoolEtienne Mullet - École Pratique des Hautes ÉtudesMichael I. Norton - Harvard UniversityEllen Peters - University of Oregon
- Resource Type
- Journal article
- Publication Details
- Marketing letters, Vol.19(3-4), pp.355-365
- DOI
- 10.1007/s11002-008-9058-x
- ISSN
- 0923-0645
- eISSN
- 1573-059X
- Publisher
- Springer Nature
- Number of pages
- 11
- Language
- English
- Date published
- 12/01/2008
- Academic Unit
- Marketing
- Record Identifier
- 9984962885202771
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