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Life Transitions and Food Choice Behavior in Older Adults: How Changes in Social Relationships are Linked to Changes in Brand Preferences

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  • Reitmeier, Martina
  • Roosen, Jutta

Abstract

Despite their growing economic influence, older consumers are often neglected as a target group because they are considered brand loyal and not flexible in their consumption habits. However, previous research suggests that life transitions may be associated with changes in older consumers’ behavior. To investigate whether late-life transitions predict a greater likelihood of changing food related brand preferences, we conducted two studies, examining four focus groups (preliminary study) and analyzing real purchase data of German consumers from 2004 to 2008 (main study). Our findings provide empirical evidence that life transitions (e.g., transition to retirement) increase the likelihood of changes in food-related brand preferences for older consumers. These findings have implications for policy makers and marketing practitioners.

Suggested Citation

  • Reitmeier, Martina & Roosen, Jutta, 2014. "Life Transitions and Food Choice Behavior in Older Adults: How Changes in Social Relationships are Linked to Changes in Brand Preferences," 2014 AAEA/EAAE/CAES Joint Symposium: Social Networks, Social Media and the Economics of Food, May 29-30, 2014, Montreal, Canada 166111, Agricultural and Applied Economics Association.
    • Handle: RePEc:ags:aajs14:166111
    DOI: 10.22004/ag.econ.166111
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    References listed on IDEAS

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    Keywords

    Health Economics and Policy; Institutional and Behavioral Economics;

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