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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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