Impact of age on brand awareness sets: a turning point in consumers’ early 60s

Raphaëlle Lambert-Pandraud (), Gilles Laurent (), Etienne Mullet () and Carolyn Yoon ()
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Raphaëlle Lambert-Pandraud: ESCP Europe
Gilles Laurent: INSEEC Business School
Etienne Mullet: Ecole Pratique des Hautes Etudes
Carolyn Yoon: University of Michigan

Marketing Letters, 2017, vol. 28, issue 2, No 3, 205-218

Abstract: Abstract Age impacts the brands a consumer knows, i.e., the “awareness set” which critically determines brand consideration and choice. Brands are in between common nouns and proper names but previous psychology research offers contradictory results on the impact of age on knowledge of common nouns versus proper names. Our empirical study on radio stations shows that the direct effect of age on awareness sets is marked by a turning point in consumers’ early 60s, with two contrasted patterns. For long-established brands, age has a direct positive impact up to the turning point but no significant direct impact afterward. For recent brands, there is no direct impact of age before that point but a strongly negative direct impact afterward. Age has also indirect effects through several mediators.

Keywords: Brand awareness set; Brand recall; Brand recognition; Consumer age; Cognitive decline (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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DOI: 10.1007/s11002-016-9407-0

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