Publication Type

Journal Article

Version

Postprint

Publication Date

1-2009

Abstract

We review existing knowledge about older consumers and decision making. We develop a conceptual framework that incorporates the notion of fit between individual characteristics, task demands and the contextual environment. When the fit is high, older consumers use their considerable knowledge and experience to compensate for the impact of any age-related changes in abilities and resources. When the fit is relatively low, older consumers feel increased need to adapt their decision making processes. We discuss these consumer adaptations and propose a number of research questions related to the processes underlying them in order to contribute to a better understanding of how they can lead to more effective consumer decision making for older adults. We further consider some pragmatic implications of the adaptations for marketing management and public policy.

Discipline

Marketing

Research Areas

Marketing

Areas of Excellence

Analytics for Business, Consumer and Social Insights

Publication

Journal of Consumer Psychology

Volume

19

Issue

1

First Page

2

Last Page

16

ISSN

1057-7408

Identifier

10.1016/j.jcps.2008.12.002

Publisher

Elsevier

Additional URL

http://dx.doi.org/10.1016/j.jcps.2008.12.002

Included in

Marketing Commons

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