PT  - JOURNAL ARTICLE
AU  - George P. Moschis
AU  - Anil Mathur
TI  - Older Consumer Responses to Marketing Stimuli: The Power of Subjective Age
AID  - 10.2501/S0021849906060326
DP  - 2006 Sep 01
TA  - Journal of Advertising Research
PG  - 339--346
VI  - 46
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/46/3/339.short
4100  - http://www.journalofadvertisingresearch.com/content/46/3/339.full
SO  - J Advert Res2006 Sep 01; 46
AB  - 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.