Decision Making and Brand Choice by Older Consumers

Gilles Laurent, Catherine Cole (), Aimee Drolet, Jane Ebert, Angela Gutchess, Raphaelle Lambert-Pandraud, Etienne Mullet (), Michael I. Norton and Ellen Peters
Additional contact information
Gilles Laurent: HEC Paris - Recherche - Hors Laboratoire - HEC Paris - Ecole des Hautes Etudes Commerciales
Catherine Cole: Marketing Department - University of Iowa [Iowa City]
Raphaelle Lambert-Pandraud: ESCP-EAP - ESCP-EAP - Ecole Supérieure de Commerce de Paris
Michael I. Norton: Harvard Business School - Harvard University

Working Papers from HAL

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. Our 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. We 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)
Date: 2011-04-03
References: Add references at CitEc
Citations:

Published in 2011

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:wpaper:hal-00582658

Access Statistics for this paper

More papers in Working Papers from HAL
Bibliographic data for series maintained by CCSD ().