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 UniversityINTRODUCTION
During the past two decades, marketers and advertisers have been paying increasing attention to...
