Les Cahiers de Recherche - HEC Paris
Decision making and brand choice by older consumers
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.
Keywords: older consumers; decision making; choice; (follow links to similar papers)
JEL-Codes: D11; M31; (follow links to similar papers)
49 pages, October 1, 2007
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