15F Learning From Your Mistakes: Can Elderly Consumers Outperform Younger Consumers in Unfamiliar Product Contexts?
In this research, we investigate the effects of age on experiential learning in a simulated market. We find that although older consumers initially exhibit decreased performance that is consistent with popular conceptions of elderly cognitive decline, eventually they outperform their younger counterparts.
Eric Eisenstein, Maureen Morrin, Ayalla A Ruvio, Ning Ye, and Ashley Masterson (2019) ,"15F Learning From Your Mistakes: Can Elderly Consumers Outperform Younger Consumers in Unfamiliar Product Contexts?", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 967-967.
Eric Eisenstein, Temple University, USA
Maureen Morrin, Temple University, USA
Ayalla A Ruvio, Michigan State University, USA
Ning Ye, Temple University, USA
Ashley Masterson, Independence Blue Cross
NA - Advances in Consumer Research Volume 47 | 2019
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Li Keng Cheng, National Chengchi Uniersity, Taiwan
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