IDEAS home Printed from https://ideas.repec.org/a/hmm/journl/v1y2011i2p5-15.html
   My bibliography  Save this article

Advertising To The Older Consumer Becomes More Important

Author

Listed:
  • Stanton, John L.

Abstract

In many parts of both the more developed nations and the less developed nations the average age of the populations is increasing. Some researchers argue that research on mature consumer's buying behavior and attitude is scarce. Other researchers discuss the development, importance and impact of marketing to senior citizens with particular emphasis on demographic change. The purpose of this paper is to examine exactly what types of advertising elements are most impactful with older consumers. The objective of this study is twofold. First, we will attempt to identify which executional alternatives are most effective (as measured by recall and persuasion) for older consumers. Second, we will quantify the effectiveness of these executional alternatives such that future advertising executives will have a guideline that they can use to more accurately predict how consumers in these age cohorts may react to an advertisement that does or does not contain the given element.

Suggested Citation

  • Stanton, John L., 2011. "Advertising To The Older Consumer Becomes More Important," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 1(2), pages 5-15, June.
    • Handle: RePEc:hmm:journl:v:1:y:2011:i:2:p:5-15
    as

    Download full text from publisher

    File URL: http://holisticmarketingmanagement.ro/RePEc/hmm/v1i1/2/2.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Holbrook, Morris B, 1993. "Nostalgia and Consumption Preferences: Some Emerging Patterns of Consumer Tastes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(2), pages 245-256, September.
    2. Holbrook, Morris B & Schindler, Robert M, 1989. "Some Exploratory Findings on the Development of Musical Tastes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(1), pages 119-124, June.
    3. Yoon, Carolyn, 1997. "Age Differences in Consumers' Processing Strategies: An Investigation of Moderating Influences," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(3), pages 329-342, December.
    4. Cole, Catherine A & Balasubramanian, Siva K, 1993. "Age Differences in Consumers' Search for Information: Public Policy Implications," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(1), pages 157-169, June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Noble, Stephanie M. & Schewe, Charles D. & Kuhr, Michelle, 2004. "Preferences in health care service and treatment: A generational perspective," Journal of Business Research, Elsevier, vol. 57(9), pages 1033-1041, September.
    2. P. Van Kenhove & K. De Wulf & D. Van Den Poelt, 2003. "Does Attitudinal Commitment to Stores Always Lead to Behavioral Loyalty? The Moderating Effect of Age," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 03/168, Ghent University, Faculty of Economics and Business Administration.
    3. Şeniz Özhan, 2020. "The Effect of Nostalgia Proneness on Ad-Evoked Nostalgia, Brand Attitude and Purchase Intention," Istanbul Business Research, Istanbul University Business School, vol. 49(2), pages 380-390, November.
    4. Phua, Peilin & Kennedy, Rachel & Trinh, Giang & Page, Bill & Hartnett, Nicole, 2020. "Examining older consumers’ loyalty towards older brands in grocery retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    5. LAURENT, Gilles & LAMBERT-PANDRAUD, Raphaelle, 2002. "Age-induced decision shrinkage, another avenue to repeat purchase: the example of new automobiles," HEC Research Papers Series 748, HEC Paris.
    6. Jordi López-Sintas & Anna Torres & Konstantina Zerva, 2006. "Are Americans' musical preferences more omnivores today?," Economics Working Papers 963, Department of Economics and Business, Universitat Pompeu Fabra.
    7. Holbrook, Morris B. & Schindler, Robert M., 1996. "Market segmentation based on age and attitude toward the past: Concepts, methods, and findings concerning nostalgic influences on customer tastes," Journal of Business Research, Elsevier, vol. 37(1), pages 27-39, September.
    8. Alexandra Vignolles & Paul-Emmanuel Pichon, 2008. "The marketing Use of nostalgia : An exploratory study and a nostalgic perception scale," Post-Print hal-04098031, HAL.
    9. Robert Zniva & Wolfgang Weitzl, 2016. "It’s not how old you are but how you are old: A review on aging and consumer behavior," Management Review Quarterly, Springer, vol. 66(4), pages 267-297, December.
    10. Shin, Hyunju & Parker, Janna, 2017. "Exploring the elements of consumer nostalgia in retailing: Evidence from a content analysis of retailer collages," Journal of Retailing and Consumer Services, Elsevier, vol. 35(C), pages 1-11.
    11. LAURENT, Gilles & LAMBERT-PANDRAUD, Raphaëlle, 2006. "Tell me which perfume you wear, I'll tell you how old you are: Modeling the Impact of Consumer age on Product choice," HEC Research Papers Series 848, HEC Paris.
    12. David Silvera & Tracy Meyer & Daniel Laufer, 2009. "Threat Perception in Older Customers," Working Papers 0066, College of Business, University of Texas at San Antonio.
    13. Cockrill, Antje & Liu, Yang, 2013. "Western popular music consumption by highly involved Chinese music fans," Journal of Retailing and Consumer Services, Elsevier, vol. 20(3), pages 263-271.
    14. Laurent, Gilles, 2007. "Decision making and brand choice by older consumers," HEC Research Papers Series 880, HEC Paris.
    15. Puccinelli, Nancy M. & Goodstein, Ronald C. & Grewal, Dhruv & Price, Robert & Raghubir, Priya & Stewart, David, 2009. "Customer Experience Management in Retailing: Understanding the Buying Process," Journal of Retailing, Elsevier, vol. 85(1), pages 15-30.
    16. Justina GineikienÄ—, 2013. "Consumer Nostalgia Literature Review And An Alternative Measurement Perspective," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 4(2).
    17. Angela Aerry Choi & Daegon Cho & Dobin Yim & Jae Yun Moon & Wonseok Oh, 2019. "When Seeing Helps Believing: The Interactive Effects of Previews and Reviews on E-Book Purchases," Information Systems Research, INFORMS, vol. 30(4), pages 1164-1183, December.
    18. Spencer Henson & Bruce Traill, 2000. "Measuring Perceived Performance of the Food System and Consumer Food‐Related Welfare," Journal of Agricultural Economics, Wiley Blackwell, vol. 51(3), pages 388-404, September.
    19. Laurentiu Mincu & Thorsten Gruber, 2013. "Exploring the Factors Influencing the Intention to Use Self-Service Technologies: An Eastern European Perspective," The International Journal of Economic Behavior - IJEB, Faculty of Business and Administration, University of Bucharest, vol. 3(1), pages 59-84, December.
    20. Thomas Streifeneder & Christian Hoffmann & Philipp Corradini, 2023. "The future of agritourism? A review of current trends of touristic commercialisation in rural areas," The Annals of Regional Science, Springer;Western Regional Science Association, vol. 71(1), pages 93-119, August.

    More about this item

    Keywords

    consumer; advertising; population;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hmm:journl:v:1:y:2011:i:2:p:5-15. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Theodor Valentin Purcarea (email available below). General contact details of provider: http://holisticmarketingmanagement.ro .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.