Although older American spend increasingly large sums of money on goods and services, it is widely believed by financial service providers and retailers that these individuals make relatively little use of credit cards. Using a large national sample of respondents from different age groups,...

Based on Schiffman and Sherman’s conceptual model of the new‐age elderly this article constructs a measure that identifies this segment of elderly in terms of their value orientation. The findings show that older consumers’ value orientations are an effective segmentation approach; one...

Purpose: This study aims to illustrate the viability of the life course paradigm (LCP), which is increasingly used by social and behavioral scientists to study a wide variety of phenomena, as a framework for studying the transformational role of service consumption in improving consumer...

Summarizes the topics, challenges and existing knowledge on marketing to older consumers. Discussescontradictory beliefs about older consumers and how to market to them, explaining reasons for these contradictions and stereotypes. Suggests a method for aiding decision makers evaluating...

Discusses a new method of market segmentation in the mature market. Develops a model based on research in various disciplines and data from various studies. Suggests that this model is more effective than some traditional methods, not only in identifying segments but also in choosing marketing...

The aging population in the United States makes skill in marketing to the mature consumer increasingly important. The biophysical and psychosocial aging process creates a need for specific strategies to address the changes brought on by age. Attempts to ascertain the degree to which the...