RT Journal Article
SR Electronic
T1 Older Consumer Responses to Marketing Stimuli: The Power of Subjective Age
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 339
OP 346
DO 10.2501/S0021849906060326
VO 46
IS 3
A1 George P. Moschis
A1 Anil Mathur
YR 2006
UL http://www.journalofadvertisingresearch.com/content/46/3/339.abstract
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.