Aging and Product Choice: the Effects of Feel-Age and Social Context

Cesare Amatulli, LUISS University, Italy
Alessandro Peluso, University of Salento and LUISS University, Italy
Gianluigi Guido, University of Salento, Italy
Carolyn Yoon, University of Michigan., USA
Older consumers tend to feel younger than they actually are. We show that this tendency is magnified by the presence of young people in social contexts, and investigate how older consumers choose more youthful products as a way to feel greater ease in such social contexts.
[ to cite ]:
Cesare Amatulli, Alessandro Peluso, Gianluigi Guido, and Carolyn Yoon (2014) ,"Aging and Product Choice: the Effects of Feel-Age and Social Context ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 106-112.