Oates, Barbara; Shufeldt, Lois; Vaught, Bobby - In: Journal of Consumer Marketing 13 (1996) 6, pp. 14-27
The conflicting research on the elderly has led many to question the wisdom of using age alone to segment the market. Psychographics, or lifestyle groupings, has emerged as a more robust technique of identifying distinct categories of the 65 and older market. An activities, interests, and...