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Drolet, Aimee; Williams, Patti; Lau-Gesk, Loraine - In: Marketing Letters 18 (2007) 4, pp. 211-221

Persistent link: https://www.econbiz.de/10005716557

Socioemotional selectivity theory : implications for consumer research

Drolet, Aimee; Lau-Gesk, Loraine; Williams, Patti; … - In: The aging consumer : perspectives from psychology and …, (pp. 51-72). 2010

Persistent link: https://www.econbiz.de/10003996974

Drolet, Aimee; Williams, Patti; Lau-Gesk, Loraine - In: Marketing letters : a journal of research in marketing 18 (2007) 4, pp. 211-221

Persistent link: https://www.econbiz.de/10003549581

Drolet, Aimee; Williams, Patti; Lau-Gesk, Loraine - 2011

This research investigated the moderating role of product category type (hedonic vs. utilitarian) on age-related differences in responses to affective vs. rational ads. An experiment showed that elderly consumers (age 65 plus) had more favorable attitudes toward affective (vs. rational) ads,...

Persistent link: https://www.econbiz.de/10014176444