Decision making and brand choice by older consumers
AbstractOlder adults constitute a rapidly growing demographic segment, but stereotypes persist about their consumer behavior. Thus, a more considered understanding of age-associated changes in decision making and choices is required. The authors's underlying theoretical model suggests that age-associated changes in cognition, affect, and goals interact to differentiate older consumers’ decision-making processes, brand choices, and habits from those of younger adults. They 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 outputs (decisions, brand choices, and habits) of the choice process.
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Bibliographic InfoPaper provided by HEC Paris in its series Les Cahiers de Recherche with number 880.
Length: 49 pages
Date of creation: 01 Oct 2007
Date of revision:
older consumers; decision making; choice;
Find related papers by JEL classification:
- D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
This paper has been announced in the following NEP Reports:
- NEP-AGE-2008-01-19 (Economics of Ageing)
- NEP-ALL-2008-01-19 (All new papers)
- NEP-CBE-2008-01-19 (Cognitive & Behavioural Economics)
- NEP-DCM-2008-01-19 (Discrete Choice Models)
- NEP-MKT-2008-01-19 (Marketing)
- NEP-NEU-2008-01-19 (Neuroeconomics)
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.:
- 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.
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