Too Old to Choose? the Effects of Age and Age Related Constructs on Consumer Decision Making

Heiner Evanschitzky, University of Strathclyde, UK
David Woisetschlaeger, University of Dortmund, Germany
Ageing of societies is a major challenge to academic research as well as to management. The unstoppable trend of an aging society in most western societies offers opportunities and challenges at the same time. This paper sheds light on the impact of age as well as age-related constructs on relevant consumer attitudes and behavior. More precisely, the empirical study, conducted in the market for cars, examining the relationships between four distinct age constructs and assesses the impact of these age constructs on information gathering, a consumer’s evoked set, and on rand loyalty.
[ to cite ]:
Heiner Evanschitzky and David Woisetschlaeger (2008) ,"Too Old to Choose? the Effects of Age and Age Related Constructs on Consumer Decision Making", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 630-636.