Efforts to Study Consumers Over Their Life Span

Moschis, George P.

doi:10.1007/978-3-030-05008-5_2

Cited by 2 publications

(3 citation statements)

References 79 publications

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“…Generally, 'elderly' consumers are defined as those who are at least 60 years old or, on average, 65 years old (Jacoby et al 1998). It should, however, be noted that the use of the variable 'age' alone to define elderly people should be considered a simplification, in light of the results of studies on the 'life course paradigm' (Moschis 2019), according to which seniority is the combined effect of a series of factors or events in life related to different structural contexts and social changes (see also Guido et al 2018). Although a simplification, it can nevertheless be useful to adopt a chronological segmentation to define, at least in objective terms, a class of consumers towards which to direct researchers' interests.…”

Section: Introductionmentioning

confidence: 99%

Active ageing of elderly consumers: insights and opportunities for future business strategies

2022

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Recent studies have focused on the emerging scenario of 'active ageing' as a series of positive actions aimed at fostering elderly adaptability by supporting emotionally close relationships and removing age-related structural barriers. Active ageing may be stimulated not only by leveraging technological and scientific innovations but also by implementing new business strategies that reflect a better comprehension of elderly new roles and behaviours. To aid in that effort, through a literature review of marketing and management contributions across a five-decade period , this paper investigates elderly consumers' new roles and related implications for business strategies, from a consumer behaviour perspective. Results present a structured classification of the most prominent streams of research by highlighting five promising changes (5Cs): changes in elderly consumers' roles in markets and societies; changes in self-care resulting in fashion purchases and cosmetic surgery; changes in elderly consumers' expenditures on specifically designed products and services; changes in the perception of risks resulting in preferences for either extremely prudent or hazardous behaviours; and changes in general elderly characteristics due to the so-called 'ageless society'. We highlight the heterogeneity of elderly consumers' new values and lifestyles, and the importance of incorporating their needs into innovative business strategies, by describing for each section the main findings of extant research and practical implications.

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Section: Introductionmentioning

confidence: 99%

Active ageing of elderly consumers: insights and opportunities for future business strategies

2022

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“…However, there is increasing recognition that older consumers are a diverse group and have grown up with an increasingly wide range of goods, services and technologies and have been exposed to a range to lifestyles. They are also more likely to consume products and services that better represent who they are and who they desire to be and reflect their social context (Argo, 2020;Moschis, 2019;Swimberghe et al, 2018).…”

Section: Introductionmentioning

confidence: 99%

“…Research on older consumers in the services context is only just emerging, particularly in relation to understanding their experiences in service encounters. Past studies have identified the importance of social interaction as part of the service experience (Grougiou and Pettigrew, 2011) and demonstrated that service staff can influence the subjective well-being of older people in times of major life transition (Cameron et al, 2016;Moschis, 2019;Plaud and Guillemot, 2015). However, there is limited knowledge pertaining to the challenges that older consumers may experience in their interactions with service providers.…”

Section: Introductionmentioning

confidence: 99%

Age identity, stereotypes and older consumers’ service experiences

Westberg

Reid

Kopanidis

2020

JSM

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Purpose This study aims to use the lens of the stereotype threat theory to explore older consumers’ age identity and experiences with service providers. Design/methodology/approach This study used semi-structured interviews with Australian consumers aged between 55 and 69. Data were examined using thematic analysis. Findings Older consumers justify a younger cognitive age by distancing themselves from the negative stereotypes associated with ageing and by associating themselves with attitudes and behaviours consistent with a younger age identity. Older consumers are confronted with age-based stereotype threats in a services context through four practices. Exposure to these threats results in service failure and can have a negative impact on both consumers’ ability to function effectively as consumers and their overall well-being. Research limitations/implications A more diverse sample is required to identify the extent to which age-based stereotype threats are experienced and which services marketing practices have the most detrimental impact on older consumers. Practical implications The findings provide insight for services marketers seeking to effectively cater for older consumers and have implications for service staff training, service technology and communications. Social implications The findings have implications for the well-being of older consumers in terms of their self-efficacy and self-esteem as well as their ability to function effectively as consumers. Originality/value This study contributes to the nascent understanding of older consumers’ experiences and their expectations of service interactions and advertising communication. The findings also extend the literature on service failure by demonstrating how age-based stereotypes threaten age identity, resulting in a negative customer experience.

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Efforts to Study Consumers Over Their Life Span

Cited by 2 publications

References 79 publications

Active ageing of elderly consumers: insights and opportunities for future business strategies

Active ageing of elderly consumers: insights and opportunities for future business strategies

Age identity, stereotypes and older consumers’ service experiences

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