Purpose – In this article the authors aim to investigate the moderating effects of gender in explaining intention to use mobile chat services. Design/methodology/approach – An extended adoption model based on the technology acceptance model and theory of reasoned action is applied for...

Purpose – This research proposes to examine how the retirement experience in the USA is cultivated via the appraisal process and reflected in post‐retirement lifestyle postures and consumption changes. Design/methodology/approach – A sample of 298 recent retirees were surveyed to test...

Purpose – The purpose of this research is to question whether increased interest in exercise has truly generated a market for home fitness equipment in which women are a viable consumer segment. It is guided by two objectives: to what extent are female consumers a viable target market segment...

Purpose – The purpose of the paper is to examine the relationship between two age cohorts within the baby boomer group, younger baby boomers (born between 1956‐1965) and older baby boomers (born between 1946‐1955), based on various behavioral variables. It is postulated that, even though...

Purpose – The article's purpose is to note the misuse of the planning tool of segmentation for a priori improper judgments of individual customers when sales staff in stores treat men and women who walk in the door based on their demographic group membership instead of as people....

Purpose – It is generally accepted that the launch of a new product is critical to its success. Key to this is that manufacturers understand the market segment which is targeted for the launch. However, recent research and criticism suggest that modern segmentation strategies, aligning...

Purpose – The purpose of this paper is to review the pitfalls and potentials of segmentation decisions based on the visible demographic variable of race. Design/methodology/approach – The paper takes as its approach a review of assumptions and values of use of race as a marketing...

Purpose – The purpose of this paper is show how altruism provides a basis for understanding motivations that consumers may possess, especially as it relates to their response to buy‐national marketing campaigns. The paper aims to report research that examines traditional measures of altruism...

Purpose – The purpose of this study is to provide a multivariate segmentation model of the older consumer market, utilising variables based on the major dimensions of ageing, and behavioural variables previously shown to be pertinent to older adults in the gerontology and marketing literature....