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Journal Articles Marketing Letters Year : 2008

Decision making and brand choice by older consumers

Gilles Laurent
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Catherine Cole
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Aimee Drolet
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Jane Ebert
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Angela Gutchess
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Raphaelle Lambert-Pandraud
  • Function : Author
Etienne Mullet
Michael I. Norton
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Ellen Peters
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Older adults constitute a rapidly growing demographic segment, but stereotypes persist about their consumer behavior. The goal of this review was to develop a more considered understanding of age-associated changes in consumer decision making. Our theoretical model suggests that age-associated changes in cognition, affect, and goals interact to make older consumers' decision-making processes, brand choices, and habits different from those of younger adults. We first review literature on stereotypes about the elderly and then turn to an analysis of age differences in the inputs (cognition, affect, and goals) and the outcomes (decisions, brand choices, and habits) of decision processes.


Dates and versions

hal-00458428 , version 1 (21-02-2010)



Gilles Laurent, Catherine Cole, Aimee Drolet, Jane Ebert, Angela Gutchess, et al.. Decision making and brand choice by older consumers. Marketing Letters, 2008, 19 (3/4), pp.355-365. ⟨10.1007/s11002-008-9058-x⟩. ⟨hal-00458428⟩


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