“…Within this segment, "Best Agers" between 51 and 65 years constitute a particularly promising customer group. In order to adjust their efforts to reach this group (Pettigrew, Mizerski, & Donovan, 2005), marketers need to explore ways of adequately addressing them (Carrigan & Szmigin, 1999;Greco, 1988;Greco, Swayne, & Johnson, 1997;Peterson, 1992;Stephens, 1991;Szmigin & Carrigan, 2001). Since consumer reactions depend on how they perceive their marketing environment (e.g., older consumers and marketing efforts targeting this group), consumer perceptions are particularly important for marketers (Shabbir, Palihawadana, & Thwaites, 2007).…”