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Decision making and brand choice by older consumers

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  • Laurent, Gilles

    ()

Abstract

Older 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.

Suggested Citation

  • Laurent, Gilles, 2007. "Decision making and brand choice by older consumers," Les Cahiers de Recherche 880, HEC Paris.
  • Handle: RePEc:ebg:heccah:0880
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    File URL: http://www.hec.fr/var/fre/storage/original/application/9e92428d318d1c132c95218a0a3eb0cd.pdf
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    References listed on IDEAS

    as
    1. Cole, Catherine A & Balasubramanian, Siva K, 1993. " Age Differences in Consumers' Search for Information: Public Policy Implications," Journal of Consumer Research, Oxford University Press, vol. 20(1), pages 157-169, June.
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    More about this item

    Keywords

    older consumers; decision making; choice;

    JEL classification:

    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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