HEC Research Papers Series,
HEC Paris

Abstract: The literature from psychology and gerontology suggests that older persons have reduced cognitive abilities, and an increased risk aversion. On this basis, we predict that their decision process will be shrunk, in three manners: a smaller consideration set, a focus on the previous brand (leading to repeat purchases), a privileged status given to other ancient brands. In a survey approach, we test these predictions on a large sample of recent buyers of new automobiles. The results confirm the prediction: A shrinkage of the decision process appears after sixty, and is markedly stronger after seventy-five, two limits suggested by the literature.

Keywords: age; consumer behavior; purchase process; brand loyalty; cautiousness

JEL-codes: D11; D12; L62

57 pages, February 1, 2002

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