Older Consumer Responses to Marketing Stimuli: The Power of Subjective Age

Subjective age has been an important construct in studies of older consumers. The present study builds upon previous research by providing theory-based consumer behavior consequences of subjective age.

Older Consumer Responses to Marketing Stimuli: The Power of Subjective Age

George P. MoschisGeorgia State UniversityAnil MathurHofstra University

INTRODUCTION

During the past two decades, marketers and advertisers have been paying increasing attention to...

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