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Decision making and brand choice by older consumers

Author

Listed:
  • Gilles Laurent

    (HEC Paris - Recherche - Hors Laboratoire - HEC Paris - Ecole des Hautes Etudes Commerciales)

  • Catherine Cole
  • Aimee Drolet
  • Jane Ebert
  • Angela Gutchess
  • Raphaelle Lambert-Pandraud
  • Etienne Mullet
  • Michael I. Norton
  • Ellen Peters

Abstract

Older adults constitute a rapidly growing demographic segment, but stereotypes persist about their consumer behavior. The goal of this review was to develop a more considered understanding of age-associated changes in consumer decision making. Our theoretical model suggests that age-associated changes in cognition, affect, and goals interact to make older consumers' decision-making processes, brand choices, and habits different from those of younger adults. We 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 the outcomes (decisions, brand choices, and habits) of decision processes.

Suggested Citation

  • Gilles Laurent & Catherine Cole & Aimee Drolet & Jane Ebert & Angela Gutchess & Raphaelle Lambert-Pandraud & Etienne Mullet & Michael I. Norton & Ellen Peters, 2008. "Decision making and brand choice by older consumers," Post-Print hal-00458428, HAL.
    • Handle: RePEc:hal:journl:hal-00458428
    DOI: 10.1007/s11002-008-9058-x
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    Citations

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    Cited by:

    1. Paula Cristina Albuquerque, 2017. "Information intermediaries in the social care market for the older population," Working Papers Department of Economics 2017/17, ISEG - Lisbon School of Economics and Management, Department of Economics, Universidade de Lisboa.
    2. Ahreem Ahn & Dongwon Min, 2018. "Exploring the Effect of Time Horizon Perspective on Persuasion: Focusing on Both Biological and Embodied Aging," Sustainability, MDPI, vol. 10(12), pages 1-15, November.
    3. Omar, Maktoba & Tjandra, Nathalia C. & Ensor, John, 2014. "Retailing to the “grey pound†: Understanding the food shopping habits and preferences of consumers over 50 in Scotland," Journal of Retailing and Consumer Services, Elsevier, vol. 21(5), pages 753-763.
    4. Seo, Kyungnam & Fiore, Ann Marie, 2016. "Effect of the fitting room environment on older clothing shoppers," Journal of Retailing and Consumer Services, Elsevier, vol. 32(C), pages 15-22.
    5. Biscaia, Rui & Ross, Stephen & Yoshida, Masayuki & Correia, Abel & Rosado, António & Marôco, João, 2016. "Investigating the role of fan club membership on perceptions of team brand equity in football," Sport Management Review, Elsevier, vol. 19(2), pages 157-170.
    6. Michael P. Keane & Susan Thorp, 2016. "Complex Decision Making: The Roles of Cognitive Limitations, Cognitive Decline and Ageing," Economics Papers 2016-W10, Economics Group, Nuffield College, University of Oxford.
    7. Hajdas Monika & Szpulak Aleksandra & Radomska Joanna & Silva Susana C., 2022. "Don’t tell me stories – the narratives of retirement and their relation with brand associations," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 58(1), pages 17-32, March.
    8. Keane, M.P. & Thorp, S., 2016. "Complex Decision Making," Handbook of the Economics of Population Aging, in: Piggott, John & Woodland, Alan (ed.), Handbook of the Economics of Population Aging, edition 1, volume 1, chapter 0, pages 661-709, Elsevier.
    9. Matt Wimble & John Tripp & Brandis Phillips & Nash Milic, 2016. "On search cost and the long tail: the moderating role of search cost," Information Systems and e-Business Management, Springer, vol. 14(3), pages 507-531, August.
    10. Torgeir Aleti & Bernardo Figueiredo & Diane M. Martin & Mike Reid, 2023. "Socialisation Agents’ Use(fulness) for Older Consumers Learning ICT," IJERPH, MDPI, vol. 20(3), pages 1-11, January.
    11. Abu H. Ayob, 2021. "E-commerce adoption in ASEAN: who and where?," Future Business Journal, Springer, vol. 7(1), pages 1-11, December.

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