Purpose: This study aims to use the lens of the stereotype threat theory to explore older consumers’ age identity and experiences with service providers. Design/methodology/approach: This study used semi-structured interviews with Australian consumers aged between 55 and 69. Data were...

Australia's population is ageing with the cohort aged 65 years set to increase more than twice as fast as the total population. This disproportionate increase in senior cohorts will change community consumption patterns, yet the degree of change will differ at the local level reflecting, in...