Abstract
The increasing size of the aged population is becoming important to marketers interested in developing marketing programs, policymakers interested in the effects of marketing activities on the well-being of older adults, and researchers who wish to understand this segment as consumers. This research presents theoretical foundations useful in understanding older adults as consumers and, based on these foundations, a model is developed and tested to help learn about antecedents and processes that affect the way older adults respond to marketing offerings targeted at them.
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