Aging well is now a major societal issue. Applied to marketing, the relevance of Desired Aging Well criterion is tested in this paper to segment the 50-65 years old market on a sample representative of French people. A typology based on consumer behavior regarding financial investments, leisure...

Recent research has highlighted the importance of trust in building and maintaining business relationships. This research addresses these findings and utilizes Macneil’s norm theory to develop a model illu strating the mediating role of trust in buyer-seller relationships and compare it to the...

Death is the unescapable event that most of individuals want to hide motivated by a fundamental will to stay alive. Because it can be source of mystery, fascination and anxiety, this topic has been of specific interest in psychology thanks to the Terror Management Theory (TMT). This theory...

This article focuses on the practices of resistance to intrusive advertising on the Internet. The analysis of 19 interviews reveals the existence of different resistance profiles when exposed to interstitial: functional resistance, ideological resistance, conative avoidance and non-resistance....

This paper explores the persuasive effects of different commercials for an analgesic on members of different age groups. Commercial content was manipulated to be either of (a) factual or (b) evaluative. The impact of these two contents was assessed on members of two different age groups: young...

Financial literature suggests that for the Elderly, investing on a longer duration increases return and lowers risk. Consequently, we examine possible effects of their relation to the future on their investments’ preferences and savings’ allocation. Then, we test different timerelated...

Transitional stage of life cycle, adolescence is characterized by a period of identity construction. As a means of transmitting a message on self to the others, symbolic consumption participates in identity construction of young people of 12-18 years old. In order to optimize the advertising...

Combining age, life events and generational variables has been advocated in order to segment the 50-65 years old (“youngest olds”) market. Using these three categories of variables, we present a model highlighting the relevance of complementary subjective generational variables.

This paper considers the role of the company in its virtual community and gives evidence for the importance of its collaboration with members. From a data collecting from 342 members of virtual communities of support initiated by companies, the paper shows that the collaboration of the company...