haku: @freeterm age / yhteensä: 14
viite: 7 / 14
| Tekijä: | Simcock, P. Sudbury, L. Wright, G. |
| Otsikko: | Age, perceived risk, and satisfaction in consumer decision making: a review and extension |
| Lehti: | Journal of Marketing Management
2006 : APR, VOL. 22:3 - 4, p. 355 377 |
| Asiasana: | decision making consumers risk marketing |
| Vapaa asiasana: | satisfaction high involvement purchases age |
| Kieli: | eng |
| Tiivistelmä: | An empirical study of age groups and risk is presented in the article, and the assumptions about differences between age groups are challenged. The authors note how there is only a little number of empirical studies about high involvement purchases, and the literature on the area lacks a consensus. The authors consider the issues related to age and the effects of determining age groups on the understanding of risk. The results of the study indicate that age differences are associated with certain risk factors and that the link between behaviour and age is not always linear. Marketing practitioners usually see older age groups as different and separate, but the authors did not find support for these assumptions. The article concludes by highlighting the need for more sophisticated segmentation regarding age. |
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