Baby Boomers’ Attitudes toward Innovations: Empirical Research in Poland

Abstract

This paper empirically investigates the issue of’baby boomers’ consumers’ innovativeness and their attitudes toward innovation in the context of Poland. Data was collected using structured study instruments. Findings suggest that innovative seniors perceive risk and novelty while buying new technology products in a weaker way than commonly believed. When seniors see these elements in the process of buying new products, they present a less positive attitude toward innovation. These results imply the need to limit by marketers the seniors’ perception of risk and novelty which seems to be critical to spread innovation more widely among’old’ consumers. The findings have implications for shaping marketing strategies of innovative products for mature clients.