Summary
As populations around the world age, brand choice behaviour by older customers becomes an increasingly important issue for marketers. This is especially the case in Japan, which has the largest older customer segment as a proportion of the population of any country. Our study measures brand choice behaviour of the older customer segment in Japan in fast-moving consumer goods categories. We employ an 11-point purchase probability scale, the Juster, to calculate brand performance measures such as penetrations, buying frequency and sole buying for three age-based customer segments. The Juster output is used as input into a mathematical model, the Dirichlet, for benchmarking the brand performance measures. The findings here reveal new insights into the brand purchase behaviour of older customers. There are more similarities than differences between the brand purchase of younger and older customers in most categories analysed here. The results have practical implications for understanding and creating appropriate marketing strategies for the older customer segment. Our study also demonstrates a novel method for analysis of brand choice data collected via a survey instrument, as compared to the traditional consumer panel data. The research framework in our study is recommended for further empirical research in other regions where demographic changes are presenting challenges to marketers, and where panel data are often not easy to obtain.

Summary
This presentation addresses some of the differences between older and younger brains and how they code information. It takes the reader on a journey of creative techniques that can help researchers move beyond rational claims and elicit deeper feelings that might otherwise be withheld (either consciously or unconsciously).

Summary
This research investigates the influence of ageing and its associated time horizon perspective on responses to promotion versus prevention focus advertisements. The results show that both older and younger adults had more favourable reactions to prevention versus promotion focus advertisements when they were asked to think about time as limited. When older and younger adults were asked to think about time as expansive, they had better liking of the promotion focus appeal. In the absence of time horizon manipulation, older adults preferred the prevention message, whereas younger adults expressed similar liking for both promotion and prevention messages. Theoretical and managerial implications and directions for future research are also discussed.

Summary
This presentation is based on research comparing the perceptions of marketers and researchers about senior citizens to the reality of these third age individuals over 60 years. With the growth of this population, senior citizens have evolved and it is time to address the needs of this active, technologically savvy and inspirational group more realistically. Senior citizens are no longer a fragile, dependent and techno-phobic group. On the contrary, research shows they are deeply engaged with life and it is necessary to rethink the kind of offerings and communications that appeal to this new golden generation.

Summary
This presentation provides an oversight on how aging and associated health conditions affect the daily life of elderly people. This research project investigated the various domains in daily life where the impact of ageing is most felt, and formulated recommendations to improve the lives of elderly individuals. Social media netnography was conducted to meet research objectives, aimed at formulating actions that have an impact on the day-to-day life of elderly, and results were analyzed with the aid of text analytics.

Summary
The Medicare Prescription Drug Improvement and Modernization Act of 2003 brought about a sweeping change in the U.S. healthcare industry when it finally came into force in 2006. Previously, many older Americans paid for prescription medications out of their own pocket or through supplemental private insurance from a previous employer. As a result, most large health insurance companies were focused on marketing to large corporations. This legislation, however, provided new prescription drug benefits for 36 million Americans aged 65 years and older and 6 million younger Americans with permanent disabilities. With the new system, these companies would be subsidized by the Federal government to provide pharmaceutical insurance to individual patients. The health insurance industry thus faced two tremendous new challenges: understanding the modern 65+ consumer who hadn't ever been their customer, and, in a dramatic departure from their experience, creating marketing plans that focused on individuals seeking insurance.

Summary
The present article provides evidence to suggest that older consumers are just as likely as younger consumers to switch brands, and discusses specific guidelines and strategies for taking older consumers into account when selecting media vehicles.

Summary
Synaesthesia is the branch of neuroscience that studies anomalies of perception: subjects who have a multi-coloured vision by listening to a voice, or see numbers and letters in colour, hear a sound by looking pictures, etc. The objective of this paper is to show how Synaesthesia, together with other techniques, constitutes an important bridge for communicating with those over 65 years. It identifies, in fact, ways that could be useful in extending the categories of products currently not available to the most 'self-sufficient' part of this group.

Summary
The latest Common Good research programme focuses on helping government departments communicate more effectively with older people. Over 65s are a growing demographic within the UK and the rest of Europe and the growth is set to continue. From a government perspective, there is particular interest in terms of the impact this may have on the shape of future society and the public services that requires, but there are wider implications for the broader body of communicators, in both public and private sectors. Though this is a broad and heterogeneous audience that is difficult to define accurately, it is often one that is referred to in blanket terms, with little evidence of its inherent diversity being addressed in current communications practice. Aiming to take a look at the world through the eyes of older people themselves, this study set out to challenge some of the myths and stereotypes that surround this audience, and to identify new ways of targeting them by exploring how their experience of ageing impacts upon how they want to be addressed. The findings reveal new insights relevant to all communicators across the public and private sectors, including how to address an audience who commonly reject the notion of being addressed as older, and turn away from age related advertising; why age or income related segmentation is less effective than one based on how successfully key life events are negotiated; the importance of personal networks both formal and informal; how to devise successful executional strategies that signal to this audience that they are being addressed; and how to match the media to the message.

Summary
In the age of digital revolution there is a tendency to believe that computer science and new technologies only impact younger groups. Yet what happens with our seniors? The population aged 50 plus is currently the segment experiencing the highest growth in Internet use throughout Europe. This segment requires special attention and targeted programs at the communication level as well as in product development. However, this continues to be the least considered segment in the development of specific marketing and communication programs. In a context of ongoing change, innovation and constant movement, we should continue to look into the future bearing in mind that technology should be accessible to everyone: the digital gap does indeed affect seniors. A great future yet to be explored: A growing population and industry, where brands should cater to the needs of the senior segment.