haku: @indexterm Old people / yhteensä: 47
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| Tekijä: | Moschis, G.P. Mathur, A. |
| Otsikko: | Older consumer responses to marketing stimuli: The power of subjective age |
| Lehti: | Journal of Advertising Research
2006 : SEP, VOL. 46:3, p. 339-346 |
| Asiasana: | marketing advertising consumer behaviour old people |
| Kieli: | eng |
| Tiivistelmä: | 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. |
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