How old is your consideration set? The influence of age on brand consideration
Raphaëlle Lambert-Pandraud and Gilles Laurent
Three different theoretical perspectives (nostalgia, cognitive decline, socioemotional selectivity) lead us to hypothesize that preference for a product should depend on the age a consumer had when the product was launched.
How Old is Your Consideration Set?
The Influence of Age on Brand Consideration
Raphaëlle Lambert-PandraudNegocia, France.
Gilles LaurentHEC School of Management, France.
INTRODUCTION
In many product or service categories, consumers face both long-established...
