search query: @indexterm old people / total: 47
reference: 18 / 47
| Author: | Moschis, G.P. Mathur, A. |
| Title: | Older consumer responses to marketing stimuli: The power of subjective age |
| Journal: | Journal of Advertising Research
2006 : SEP, VOL. 46:3, p. 339-346 |
| Index terms: | marketing advertising consumer behaviour old people |
| Language: | eng |
| Abstract: | In studies of older consumers, subjective age (hereafter as: sbj-age.) has been an important construct. This study builds on previous research by providing theory-based consumer behaviour consequences of sbj-age. Using both empirical and humanistic designs, the influence of sbj-age. is examined on various old age-appropriate consumer behaviours, interest in age-segmented stimuli (senior discounts), and responses to old-age stereotypes in advertisements. |
SCIMA