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Decision making and brand choice by older consumers

Gilles Laurent ()

No 880, HEC Research Papers Series from HEC Paris

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 (search for similar items in EconPapers)
JEL-codes: D11 M31 (search for similar items in EconPapers)
Pages: 49 pages
Date: 2007-10-01
New Economics Papers: this item is included in nep-age, nep-cbe, nep-dcm, nep-mkt and nep-neu
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Persistent link: https://EconPapers.repec.org/RePEc:ebg:heccah:0880

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