Purpose: The purpose of this study is to investigate the impact of patronizing by salespeople when interacting with older consumers in a retail situation of shopping for a mobile phone. In addition to patronizing behavior, the impact of the age of the salesperson and gender of the consumer are...

Purpose: The purpose of this paper is to examine a form of anti-consumption termed moral avoidance. Design/methodology/approach: The study builds and tests a model of moral avoidance, using a sample (n=457) of adults aged 50-94 years. Findings: Two distinct forms of this type of...

Happiness economics has become an established field of research, and happiness and life satisfaction are increasingly considered important policy goals by governments around the globe. The Japanese government has recently started to follow this trend by regularly collecting data on personal...

This article presents results from a survey of advertising practitioners in Japan focusing on their opinions about the communication objectives and stereotypes, specifically the effectiveness of older spokespersons, their general views on older models in advertising and the effectiveness of...

How can a company become sustainably innovative? We propose that the company needs to have organizational forms that achieve a dynamic synthesis of knowledge exploration and exploitation. In this paper, we present the “dynamic fractal organization” as a new organizational model. This model...

Purpose – The purpose of this paper is to investigate self-perceived age among Baby Boomers in the UK, Germany, Japan, and Hungary, and identifies two horizontal segments based on the way consumers view their age. Design/methodology/approach – Questionnaires were used to sample 880 Baby...

Purpose – This study's first objective is to experimentally examine the effect of brand‐cause fit and campaign duration on company and brand image, commercial objectives and buying intention as perceived by Japanese consumers. Second, the study aims to evaluate the moderating role of gender...