Older Consumer Responses to Marketing Stimuli: The Power of Subjective Age

George P Moschis and Anil Mathur

Subjective age has been an important construct in studies of older consumers. The present study builds upon previous research by providing theory-based consumer behavior consequences of subjective age.

Older Consumer Responses to Marketing Stimuli: The Power of Subjective Age

George P. MoschisGeorgia State UniversityAnil MathurHofstra University

INTRODUCTION

During the past two decades, marketers and advertisers have been paying increasing attention to the rapidly growing segment of older consumers. Yet, many practitioners are still faced with the challenges surrounding the development of effective strategies to appeal to older consumers. Not only do they have limited information on this consumer segment, but also much of the information is quite often contradictory (Moschis, Lee, and Mathur, 1997). And while ...

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