The Senior Taboo? Age Based Sales Promotions, Self-Perceived Age and the Older Consumer

Although the importance of the older consumer market is well documented, outside the USA there still exists very little empirical evidence into the consumer behaviours of these older adults. Two areas of particular neglect are that of sales promotions and self-perceived age. As part of a larger study, 650 adults aged 50-79 were questioned on their ages and on their usage intentions and behaviours towards senior promotions. Results suggest that older consumers cannot be treated as a homogenous mass with sales promotions. Rather, three distinct groups emerged. Practical implications for targeting older adults with senior promotions are discussed.

Citation:

Lynn Sudbury and Peter Simcock (2007) ,"The Senior Taboo? Age Based Sales Promotions, Self-Perceived Age and the Older Consumer", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 358-359.