Tell me which perfume you wear, I'll tell you how old you are: Modeling the Impact of Consumer age on Product choice
AbstractPerfumes introduced decades ago continue to compete against recently introduced perfumes. In this high involvement category, using a large survey and a conditional logit model, the authors show that the probability of choosing a long-established perfume, rather than a recently introduced one, increases enormously with consumer age. Furthermore, by comparing three possible underlying mechanisms, they demonstrate that an attachment model based on a consumer’s exposure to a perfume (preferences depend linearly on the length of time the consumer has known the perfume and can be developed at any age) fits better than an innovativeness model (younger people prefer recently introduced perfumes) or a nostalgia model (preferences are developed only during an early “sensitive period” of life). The authors draw managerial and research implications from their findings.
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Bibliographic InfoPaper provided by HEC Paris in its series Les Cahiers de Recherche with number 848.
Length: 50 pages
Date of creation: 01 Jul 2006
Date of revision:
Consumer choice; elderly; older consumer; age; perfume; nostalgia; innovativeness; attachment; conditional logit;
Find related papers by JEL classification:
- D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory
This paper has been announced in the following NEP Reports:
- NEP-ALL-2006-09-16 (All new papers)
- NEP-DCM-2006-09-16 (Discrete Choice Models)
- NEP-MKT-2006-09-16 (Marketing)
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
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