| 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. |