La générativité comme stratégie de positionnement chez les consommateurs seniors est-elle efficace ?

Caroline Lacroix and Alain Jolibert
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Caroline Lacroix: UQAM - Université du Québec à Montréal = University of Québec in Montréal
Alain Jolibert: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA [2016-2019] - Université Grenoble Alpes [2016-2019]

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Abstract: Generativity as a positioning strategy for the aging consumer: does it works? Although consumers under 50 are more generative than those over 50, this article shows that people over 50 are sensitive to generative advertisements. Relying on an experiment, which includes two products (a polo and a watch), this study demonstrates the relevance of a generative positioning strategy for products targeting aging customers. However, results differ depending on the product. In the case of the polo, positioned as generative, the higher consumers' communal and agentic generativity are, the more positive their attitude and their intent to purchase are towards the message and the product. On the watch's perspective, witch is positioned as generative, the stronger the consumers' communal generati- vity is, the more they show a positive attitude towards the message and the product. However, that does not impact their intent to buy. In the context of the watch market, individuals's agentic generativity does not influence any variable. This article also presents a socio-demographic portrait of older generative consumers and managerial strategies that allow positioning a product as generative.

Keywords: generativity; communal generativity; agentic generativity; consumer generativity; seniors; positioning strategy; brand image.; générativité; générativité communautaire; générativité agentique; générativité du consommateur; se- niors; stratégie de positionnement; image de la marque. (search for similar items in EconPapers)
Date: 2018-04-04
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Published in Décisions Marketing, 2018, 89, pp.47-64. ⟨10.7193/DM.089.47.64⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02308092

DOI: 10.7193/DM.089.47.64

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