Suggests that a significant trend affecting American society today is the dramatic rise in the number of persons aged over 65. Consequently, retailers are interested in knowing how this segment can be best served in the marketplace. Outlines a study which utilized person perception theory to examine how retail sales personnel's perceptions relate to elderly consumers' satisfaction. Results indicate that elderly consumers viewed older sales personnel more positively than they viewed younger sales personnel. Also reveals that retail sales personnel's perceptions of elderly consumers' marketplace preferences and satisfaction were significantly different from those reported by elderly consumers. In addition to the theoretical implications, findings provide retailers with valuable information for improving their service to elderly consumers.

The objectives of the study were to (a) identify the dimensions of occupational attributes associated with three levels of formality of business attire worn by male and female workers, (b) examine the differences of the perceived occupational attributes associated with formality of business attire, and (c) assess differences between business and nonbusiness students' perceived occupational attributes of the aforementioned business attire. Statistical analyses of data from 230 women and 88 men showed that there were two dimensions of occupational attributes related to business attire, sociable and powerful appearance. Scores on perceived occupational attributes for formal attire of both men and women were consistently higher than those of semiformal or informal attire. Scores on the perceived occupational attributes of business students were consistently lower than those of nonbusiness students, implying business students' higher expectation of formality of appearance in a business setting. The over-all results indicate that formal business attire gave more positive ratings for all the occupational attributes.

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