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Tell me which perfume you wear, I'll tell you how old you are: Modeling the Impact of Consumer age on Product choice

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Author Info

  • LAURENT, Gilles

    ()

  • LAMBERT-PANDRAUD, Raphaëlle

    ()

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    Abstract

    Perfumes 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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    File URL: http://www.hec.fr/var/fre/storage/original/application/e65e598ef99412890724f0ebbee59156.pdf
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    Bibliographic Info

    Paper provided by HEC Paris in its series Les Cahiers de Recherche with number 848.

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    Length: 50 pages
    Date of creation: 01 Jul 2006
    Date of revision:
    Handle: RePEc:ebg:heccah:0848

    Contact details of provider:
    Postal: HEC Paris, 78351 Jouy-en-Josas cedex, France
    Web page: http://www.hec.fr/
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    Related research

    Keywords: Consumer choice; elderly; older consumer; age; perfume; nostalgia; innovativeness; attachment; conditional logit;

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    References

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    1. Holbrook, Morris B & Schindler, Robert M, 1989. " Some Exploratory Findings on the Development of Musical Tastes," Journal of Consumer Research, University of Chicago Press, vol. 16(1), pages 119-24, June.
    2. Cole, Catherine A & Balasubramanian, Siva K, 1993. " Age Differences in Consumers' Search for Information: Public Policy Implications," Journal of Consumer Research, University of Chicago Press, vol. 20(1), pages 157-69, June.
    3. Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, University of Chicago Press, vol. 24(4), pages 343-73, March.
    4. Furse, David H & Punj, Girish N & Stewart, David W, 1984. " A Typology of Individual Search Strategies among Purchasers of New Automobiles," Journal of Consumer Research, University of Chicago Press, vol. 10(4), pages 417-31, March.
    5. Belk, Russell W, 1988. " Possessions and the Extended Self," Journal of Consumer Research, University of Chicago Press, vol. 15(2), pages 139-68, September.
    6. Hirschman, Elizabeth C, 1980. " Innovativeness, Novelty Seeking, and Consumer Creativity," Journal of Consumer Research, University of Chicago Press, vol. 7(3), pages 283-95, December.
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