Summarizes the topics, challenges and existing knowledge on marketing to older consumers. Discussescontradictory beliefs about older consumers and how to market to them, explaining reasons for these contradictions and stereotypes. Suggests a method for aiding decision makers evaluating...

Discusses a new method of market segmentation in the mature market. Develops a model based on research in various disciplines and data from various studies. Suggests that this model is more effective than some traditional methods, not only in identifying segments but also in choosing marketing...

Although older American spend increasingly large sums of money on goods and services, it is widely believed by financial service providers and retailers that these individuals make relatively little use of credit cards. Using a large national sample of respondents from different age groups,...

The aging population in the United States makes skill in marketing to the mature consumer increasingly important. The biophysical and psychosocial aging process creates a need for specific strategies to address the changes brought on by age. Attempts to ascertain the degree to which the...

Social scientists, public policy makers, consumer researchers, and marketers have traditionally focused on age‐related differences to understand the behavior of older adults. This research focuses on the processes through which adults learn behavioral patterns and norms that characterize...

States that although the concept of “stress” has received increased attention in the behavioral and social sciences throughout the past five decades, it has been virtually ignored by consumer researchers. Presents conceptual and theoretical underpinnings of stress research, which suggest...

The changing demographics and the aging of the population are affecting the age composition of consumer markets. This, in turn, creates opportunities and challenges for organizations serving consumer markets. This article reviews some corporate challenges and opportunities facing the corporate...