How old is your consideration set? The influence of age on brand consideration

Three different theoretical perspectives (nostalgia, cognitive decline, socioemotional selectivity) lead us to hypothesize that preference for a product should depend on the age a consumer had when the product was launched.

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...

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