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

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.


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 .


Steffen Jahn, Chemnitz University of Technology, Germany
Hansjoerg Gaus, Saarland University, Germany
Tina Kiessling, Chemnitz University of Technology, Germany


NA - Advances in Consumer Research Volume 37 | 2010

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