TY - JOUR T1 - Older Consumer Responses to Marketing Stimuli: The Power of Subjective Age JF - Journal of Advertising Research JO - J Advert Res SP - 339 LP - 346 DO - 10.2501/S0021849906060326 VL - 46 IS - 3 AU - George P. Moschis AU - Anil Mathur Y1 - 2006/09/01 UR - http://www.journalofadvertisingresearch.com/content/46/3/339.abstract N2 - Subjective age has been an important construct in studies of older consumers. The present study builds upon previous research by providing theory-based consumer behavior consequences of subjective age. Using both empirical and humanistic designs, the study examines the influence of subjective age on various old age–appropriate consumer behaviors, interest in age-segmented stimuli (senior discounts), and responses to old-age stereotypes in advertisements. The study findings suggest implications for theory and practice. Directions for future research are also suggested. ER -