Applying the future time perspective scale to advertising research

As a central element of the socioemotional selectivity theory, individuals’ future time perspective (FTP) has recently attracted considerable attention in marketing.

Applying the future time perspective scale to advertising research

Volker G. Kuppelwieser

NEOMA Business School, Mont-Saint-Aignan

Marko Sarstedt

Otto-von-Guericke-University Magdeburg and University of Newcastle, Australia

Introduction

Marketing research and practice increasingly recognise the growing numbers and economic importance of older consumers. In 1950, worldwide, one in 15 persons above the age of 60 was 80 or older; in 2000 this ratio increased to one in nine, and by 2050 it is expected to increase to approximately one in five (United Nations 2008), some calling it the ‘silver tsunami closing in’ (Sunday Times2010). Owing to declining birth rates and...

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