IDEAS home Printed from https://ideas.repec.org/a/oup/jconrs/v20y1994i4p503-19.html

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1086/209366
    Download Restriction: no
    File URL: https://libkey.io/10.1086/209366?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:oup:jconrs:v:20:y:1994:i:4:p:503-19. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: https://academic.oup.com/jcr .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.