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Impact of age on brand awareness sets: a turning point in consumers’ early 60s

Author

Listed:
  • Raphaëlle Lambert-Pandraud

    (ESCP Europe)

  • Gilles Laurent

    (INSEEC Business School)

  • Etienne Mullet

    (Ecole Pratique des Hautes Etudes)

  • Carolyn Yoon

    (University of Michigan)

Abstract

Age impacts the brands a consumer knows, i.e., the “awareness set” which critically determines brand consideration and choice. Brands are in between common nouns and proper names but previous psychology research offers contradictory results on the impact of age on knowledge of common nouns versus proper names. Our empirical study on radio stations shows that the direct effect of age on awareness sets is marked by a turning point in consumers’ early 60s, with two contrasted patterns. For long-established brands, age has a direct positive impact up to the turning point but no significant direct impact afterward. For recent brands, there is no direct impact of age before that point but a strongly negative direct impact afterward. Age has also indirect effects through several mediators.

Suggested Citation

  • Raphaëlle Lambert-Pandraud & Gilles Laurent & Etienne Mullet & Carolyn Yoon, 2017. "Impact of age on brand awareness sets: a turning point in consumers’ early 60s," Marketing Letters, Springer, vol. 28(2), pages 205-218, June.
    • Handle: RePEc:kap:mktlet:v:28:y:2017:i:2:d:10.1007_s11002-016-9407-0
    DOI: 10.1007/s11002-016-9407-0
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    References listed on IDEAS

    as
    1. Gilles Laurent & Raphaelle Lambert-Pandraud, 2010. "Why Do Older Consumers Buy Older Brands? The Role of Attachment and Declining Innovativeness," Post-Print hal-00528378, HAL.
    2. Kethera A. Fogler & Lori E. James, 2007. "Charlie Brown Versus Snow White: The Effects of Descriptiveness on Young and Older Adults' Retrieval of Proper Names," The Journals of Gerontology: Series B, The Gerontological Society of America, vol. 62(4), pages 201-207.
    3. Gilles Laurent & Jean-Noël Kapferer & Françoise Roussel, 1995. "The Underlying Structure of Brand Awareness Scores," Marketing Science, INFORMS, vol. 14(3_supplem), pages 170-179.
    4. Ryan P. Bowles & Kevin J. Grimm & John J. McArdle, 2005. "A Structural Factor Analysis of Vocabulary Knowledge and Relations to Age," The Journals of Gerontology: Series B, The Gerontological Society of America, vol. 60(5), pages 234-241.
    5. Gilles Laurent & Jean-Noel Kapferer & Françoise Roussel, 1995. "The Underlying Structure of Brand Awareness Scores," Post-Print hal-00458457, HAL.
    6. Draganska, Michaela & Klapper, Daniel, 2010. "Choice Set Heterogeneity and the Role of Advertising: An Analysis with Micro and Macro Data," Research Papers 2063, Stanford University, Graduate School of Business.
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    Cited by:

    1. Pantano, Eleonora & Viassone, Milena & Boardman, Rosy & Dennis, Charles, 2022. "Inclusive or exclusive? Investigating how retail technology can reduce old consumers’ barriers to shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    2. Chandon, Jean-Louis & Laurent, Gilles & Lambert-Pandraud, Raphaëlle, 2022. "Battling for consumer memory: Assessing brand exclusiveness and brand dominance from citation-list," Journal of Business Research, Elsevier, vol. 145(C), pages 468-481.

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