How Old is Your Consideration Set?
The Influence of Age on Brand Consideration
Raphaëlle Lambert-PandraudNegocia, France.
Gilles LaurentHEC School of Management, France.
INTRODUCTION
In many product or service categories, consumers face both long-established brands and relative newcomers. For example, in a typical French supermarket, buyers of alcohol-free beverages can choose between a long-established brand such as Coca-Cola (launched in France in 1933), or a more recent brand such as Lipton Ice Tea (1993). Previous research has shown that older persons may prefer options they have known for a long time. For example, for movie stars, French male respondents...