Ce papier s’intéresse à la pertinence du concept de coping dans l’appréhension des comportements de consommation des individus seniors. En particulier, il tente de définir une articulation entre le processus de vieillissement, générant un ensemble de stresseurs potentiels, les...

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...

From a conceptual framework based on developmental psychology and mechanisms of social comparison, this research proposes testing an explanatory model of the trend to see oneself as younger which is characteristic of seniors. The identification of antecedent variables of this tendency suggests a...

This paper focuses on the relevance of the coping concept in the understanding of the senior consumer behaviors. Particularly, it tries to define a link between the aging process, generating potential stressors, coping strategies used in order to cope with stress, and consumer behaviors. A short...

This paper compares the relevance of subjective age as a criterion to segment the fashion market in four countries: China, South Korea, France and USA.Following the validation of a new invariant scale between cultures, the effects of subjective age on innovativeness and consumer media habits are...

Until now, the concept of subjective age has only been used to segment the mature market. Research on consumer behavior has shown the effects of a youthful bias, the tendency to see oneself as younger. Using a conceptual framework based on self-concept, social comparison, and symbolic...

In order to optimize the advertising campaigns which target adolescents, marketing managers must determine the respective capacities of the brand and the product to convey the signs that these consumers want to communicate to theirs peers. The purpose of this article is to answer this issue...