Trust, Commitment, and the Elderly: Exploring Age Differences in Consumer-Brand Relationships

Steffen Jahn, Chemnitz University of Technology, Germany
Hansjoerg Gaus, Saarland University, Germany
Tina Kiessling, Chemnitz University of Technology, Germany
This paper gains insights into the neglected field of elderly consumers’ brand relationships. The authors investigate whether two groups of elderly consumers (using 65 years as the cut-off point) show the hypothesized differences in their relationships with coffee brands. Socioemotional selectivity theory (Carstensen et al. 1999) is used as a theoretical lens. Moderator analyses reveal significant differences between “younger elderly” and “older elderly” in relationships among self-concept connection, partner quality, trust, and commitment. For younger elderly, it seems to be more important how a brand is. For older elderly, what a brand does becomes more relevant.
[ to cite ]:
Steffen Jahn, Hansjoerg Gaus, and Tina Kiessling (2010) ,"Trust, Commitment, and the Elderly: Exploring Age Differences in Consumer-Brand Relationships", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 564-565 .