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The Role of Labeling Processes in Elderly Consumers' Responses to Age Segmentation Cues

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  • Tepper, Kelly

Abstract

This investigation explores labeling processes underlying age segmentation cue effects on discount usage intentions. Depth interviews regarding participants' experiences using senior-citizen-type discounts reveal three levels of responsiveness to consumer offerings promoted with age segmentation cues: rejecting senior citizen discounts to avoid self-devaluation, rejecting senior citizen discounts to avoid stigmatization, and assigning positive meanings to the status that promotes senior citizen discount usage. An experimental investigation, undertaken to assess the sequential ordering of these levels of responsiveness, reveals that self-devaluation and perceived stigma mediate age segmentation cue effects on discount usage intention only for younger-aged elderly. Results lend support for a stage model of consumers' progression through phases of responsiveness to "senior citizen" labeling. Copyright 1994 by the University of Chicago.

Suggested Citation

  • Tepper, Kelly, 1994. "The Role of Labeling Processes in Elderly Consumers' Responses to Age Segmentation Cues," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(4), pages 503-519, March.
    • Handle: RePEc:oup:jconrs:v:20:y:1994:i:4:p:503-19
    DOI: 10.1086/209366
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    Cited by:

    1. Yamen Koubaa & Rym Srarfi Tabbane & Manel Hamouda, 2017. "Segmentation of the senior market: how do different variable sets discriminate between senior segments?," Journal of Marketing Analytics, Palgrave Macmillan, vol. 5(3), pages 99-110, December.
    2. Aaker, Jennifer L. & Brumbaugh, Anne M. & Grier, Sonya A., 2000. "Non-target Markets and Viewer Distinctiveness: The Impact of Target Marketing on Advertising Attitudes," Research Papers 1578, Stanford University, Graduate School of Business.
    3. Yan Chen & Youran Qi & Qing Liu & Peter Chien, 2018. "Sequential sampling enhanced composite likelihood approach to estimation of social intercorrelations in large-scale networks," Quantitative Marketing and Economics (QME), Springer, vol. 16(4), pages 409-440, December.
    4. Kuppelwieser, Volker G., 2016. "Towards the use of chronological age in research – A cautionary comment," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 17-22.
    5. Axel Sonntag & Daniel John Zizzo, 2015. "On Reminder Effects, Drop-Outs and Dominance: Evidence from an Online Experiment on Charitable Giving," PLOS ONE, Public Library of Science, vol. 10(8), pages 1-17, August.
    6. Butt, Muhammad Mohsin & de Run, Ernest Cyril, 2011. "Do target and non-target ethnic group adolescents process advertisements differently?," Australasian marketing journal, Elsevier, vol. 19(2), pages 77-84.
    7. Torres, Ivonne M., 2007. "A tale of two theories: Sympathy or competition?," Journal of Business Research, Elsevier, vol. 60(3), pages 197-205, March.
    8. Paolo Franco, 2023. "Older consumers and technology: A critical systematic literature review," AMS Review, Springer;Academy of Marketing Science, vol. 13(1), pages 92-121, June.
    9. Ndichu, Edna G. & Rittenburg, Terri L., 2021. "Consumers’ navigation of risk perceptions in the adoption of stigmatized products," Journal of Business Research, Elsevier, vol. 132(C), pages 340-353.
    10. Denis Guiot, 2000. "Subjective Age Biases Among Adolescent Girls," Post-Print halshs-00169543, HAL.
    11. Ubais Parayil Iqbal & V. K. Hamza & Lenin Kumar Nooney & Shajeer Sainudeen, 2023. "Exploring the determinants of destination satisfaction: a multidimensional approach," Future Business Journal, Springer, vol. 9(1), pages 1-14, December.
    12. Liu, Peggy J. & Campbell, Troy H. & Fitzsimons, Gavan J. & Fitzsimons, Gráinne M., 2013. "Matching choices to avoid offending stigmatized group members," Organizational Behavior and Human Decision Processes, Elsevier, vol. 122(2), pages 291-304.
    13. Denis Guiot, 2001. "Antecedents Of Subjective Age Biases Among Senior Women," Post-Print halshs-00169445, HAL.
    14. Zhang, Mingyue & Zhao, Haichuan & Chen, Haipeng (Allan), 2022. "How much is a picture worth? Online review picture background and its impact on purchase intention," Journal of Business Research, Elsevier, vol. 139(C), pages 134-144.
    15. Květa Olšanová, 2012. "Understanding Seniors in the Context of an Aging European Population as a Modifier for Further Brand Management: Case of the Czech Republic," Central European Business Review, Prague University of Economics and Business, vol. 2012(3), pages 37-45.
    16. Pannhorst, Matthias & Dost, Florian, 2019. "Marketing innovations to old-age consumers: A dynamic Bass model for different life stages," Technological Forecasting and Social Change, Elsevier, vol. 140(C), pages 315-327.
    17. Smith, Malcolm C. & Phillips, Mark Jr, 2001. "Age differences in memory for radio advertisements: the role of mnemonics," Journal of Business Research, Elsevier, vol. 53(2), pages 103-109, August.
    18. Euehun Lee & Anil Mathur & Choong Fatt & George Moschis, 2012. "The timing and context of consumer decisions," Marketing Letters, Springer, vol. 23(3), pages 793-805, September.
    19. Axel Sonntag & Daniel John Zizzo, 2014. "Reminders, payment method and charitable giving: evidence from an online experiment," Working Paper series, University of East Anglia, Centre for Behavioural and Experimental Social Science (CBESS) 14-04, School of Economics, University of East Anglia, Norwich, UK..
    20. Alain Debenedetti & Damien Chaney, 2024. "From feeling like home to being at home: The negative outcomes of attachment to commercial places," Post-Print hal-04355633, HAL.
    21. Robert Zniva & Wolfgang Weitzl, 2016. "It’s not how old you are but how you are old: A review on aging and consumer behavior," Management Review Quarterly, Springer, vol. 66(4), pages 267-297, December.
    22. Gobinda Roy & Rituparna Basu & Samudyuti Ray, 2023. "Antecedents of Online Purchase Intention Among Ageing Consumers," Global Business Review, International Management Institute, vol. 24(5), pages 1041-1057, October.
    23. Wei, Yujie & Donthu, Naveen & Bernhardt, Kenneth L., 2013. "Effects of cognitive age, dispositional time perceptions, and time view manipulations on product attribute evaluations," Journal of Business Research, Elsevier, vol. 66(11), pages 2171-2177.

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