Vulnerable older consumers: New persuasion knowledge achievement measure

Abstract

This research describes a new persuasion knowledge measure for older consumers which can be applied for both diagnostic and preventive purposes. Persuasion knowledge refers to information, attitudes, beliefs and schemas guiding our behaviour in situations where persuasion is involved. Many older consumers belong to a specific, vulnerable group, who often fail to maintain their interest in persuasive situations, so the proposed measure could serve a better understanding of their behaviour. First, a new, situation-based achievement measure, entitled 'Persuasion Knowledge Achievement Measure' (PKAM), was developed in university samples (N 5 530) in several stages. Afterwards, the developed measure was adapted to older individuals, resulting in the Persuasion Knowledge Achievement Measure for Older People (PKAM-OP). Following a pilot study with personally-assisted data collection (N 5 50), the examinees were reached through an elderly care network in a two-stage procedure (N 5 183, N 5 116). The psychometric analyses of the data show a high level of reliability and validity for both tests. The results of the main research studies indicate that there are two subscales of the measure: 'Agreeableness' and 'Persuasion Knowledge'. Based on the empirical data, the subscales provide reliable measures of features which guide behaviour in persuasive situations. In sum, PKAM-OP can fulfil theoretical and practical needs in research and prevention interventions focusing on older consumers. K E Y W O R D S ageing, measurement, persuasion, persuasion knowledge, protection, vulnerable wileyonlinelibrary.com/journal/ijcs Int J Consum Stud. 2017;41:706-713.

Information processing by elderly consumers: a five-decade review

“…These investigators also showed that consumers aged between 50 and 69 years are likely to spend more money and made online purchases more often than individuals aged between 18 and 25 years, whereas consumers aged over 70 years rarely make online purchases. However, elderly are not likely to look for information before purchasing, which can make them more vulnerable to frauds and scams (Bal azs et al, 2017). Thus, advertising messages targeting older consumers should contain information that helps alleviate concerns with security issues.…”

Financial abuse of older people by third parties in banking institutions: a qualitative exploration

“…Consumer vulnerability has been recognised as an interplay of person, individual traits and the context within which the older person lives (Baker et al, 2005;Balázs et al, 2017). Reflecting this definition, participants proposed that both intrinsic and extrinsic factors could render a person at risk of financial abuse.…”

Passive Consumers, Vulnerabilities and Public Policies

“…We'll investigate the factual domains of "micro" and "macro" harmful products based on their producers, disadvantaged "secondary" passive consumers, and consequent consumer detriment (Berg, 2015;Balázs et al, 2017;Graham, 2018;Knobel, 2018).…”

“…There has been much interest among researchers regarding vulnerable consumers (Gellad et al, 2006;Timmermann, 2009;Wilson & Sheehan, 2009;Bartl, 2010;Garrett & Toumanoff, 2010;Harrison & Gray, 2010;Chan & Ghani, 2011;Wilson, 2012;Berg, 2015;Balázs et al, 2017;Knobel, 2018;Graham, 2018). The domain of "vulnerables" are primarily the poor and powerless who pay more (Caplovitz, 1963;Goodman, 1968;Hudson, 1993), the ethnically disadvantaged consumers (Andreasen 1975(Andreasen , 1982(Andreasen , 1993 and the ghetto communities (Sturdivant, 1969;Andreasen, 1997).…”