Aging populations challenge companies across different countries and industries to respond to the changing needs, demands and expectations of their growing shares of older customers. This opens room for improving or developing innovations - products as well as services - that correspond to the...

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...