Older Consumers Research Articles

The Moderating Role of Age in the Effect of Video Playback Speed on Urgency Perception in the Context of Climate Change

Urgency perception plays a vital role in addressing the issue of climate change. However, little is known about how to promote the perceived urgency of climate change and its potential influence on proenvironmental intention and behavior. This research focuses on a potentially significant but less studied factor in video communication: video playback speed. The current research explores the effectiveness of video playback speed as a subtle behavioral nudge to influence urgency perception and proenvironmental response in the context of climate change. We conducted two survey-embedded experiments in which participants watched a climate change video playing at either normal or fast speed and then completed measurements. Data were collected first in an undergraduate sample (n = 75) and then in a general population sample (n = 300) and analyzed using Mann–Whitney U tests, chi-squared tests, and moderation analysis in SPSS. The results reveal that a fast playback speed of climate change video decreases the perceived urgency of climate change for younger consumers, not for older consumers. However, video playback speed does not influence proenvironmental intention and behavior. These findings enhance understanding of when video playback speed affects urgency perception and proenvironmental tendency, and provide valuable insights for climate change communication.

Inclusive or exclusive? Investigating how retail technology can reduce old consumers’ barriers to shopping

This paper investigates older consumers in-store shopping experiences and the barriers that they face. The aim is to understand how new retail technologies (e.g., interactive in-store displays, self-service tills, robots etc.) can help seniors access satisfying, autonomous retail experiences, helping them to achieve a sense of inclusion in physical retail settings. Drawing upon the social inclusion/exclusion theory and information overload theory, the research employs a qualitative approach based on an inductive design, including face-to-face semi structured interviews with 36 consumers aged 75+. The findings highlight (i) old consumers have scarce interactions with in-store technologies (adding knowledge to motivations literature), (ii) the need to develop new technologies to support these consumers, and (iii) the extent to which these technologies are excluding rather than including old consumers (adding knowledge to the drivers of the field of exclusion). Results provide guidelines for retailers to enhance the sense of inclusion for old consumers through a better usage of new technologies.

Re-examining age-related loyalty for low-involvement purchasing

PurposePrevious research on age-related loyalty is sparse, contradictory and suffers from methodological limitations and criticisms. This study aims to apply two methodological advances to fresh purchasing data to give a much clearer picture of age-related differences in brand loyalty.Design/methodology/approachAn online brand choice survey (n = 1,862) is used to examine age-related loyalty within three low-involvement categories in New Zealand. The polarisation index (φ) is adopted as the measure of loyalty to control for confounding influences present in prior research. Results for chronological age are validated through comparison with results for measures of cognitive, biological and sociological age, as well as household life cycle.FindingsContrary to prior research, age-related differences in loyalty are detected in two of the three low-involvement categories studied. The third category does not show detectable loyalty for any age group. Although differences in brand loyalty are broadly present across all age measures, no alternative measure outperforms chronological age in detecting variations in age-related loyalty.Research limitations/implicationsTo the best of the authors’ knowledge, this is the first evidence that age-related brand loyalty is present in low-involvement categories. However, effects are small and easily obscured by confounding factors. More research is needed to determine how results vary by category.Practical implicationsDespite showing minor differences in loyalty, older consumers still purchase from a wide portfolio of brands and so should not be ignored by marketers. Future research can investigate loyalty for older consumers by adopting the method of analysing differences in polarisation (φ) for chronological age groups.Originality/valuePrevious contradictory findings and methodological concerns about measurement of age-related loyalty are resolved through use of the polarisation index (φ) as a measure of loyalty and by confirmation that chronological age performs as well as any other age measure.

Comparison of the importance of beef price labelling aspects: An eye-tracking approach

Self-reported approaches such as surveys are a common way in which consumers' preferences and needs can be assessed but this approach can provide incorrect results. Few studies combine data from cognitive psychology, cognitive neuroscience, and marketing. Among these techniques, eye-tracking can be used to elucidate how observers' overt visual attention is acted upon, and it can also be employed to evaluate and compare individuals' graphic search behaviour in a number of settings. Using eye-tracking technology, the purpose of this article is to identify how beef consumers pay attention to the information on price labels and to compare that to their self-reported attention ratings. The dataset used in this study consists of 307 participants. Kendall's W tests were used to identify and rank consumers' preferences from eye-tracking and post-test questionnaires. Pearson's correlations were used to correlate consumers' demographic information against their eye-tracking data. Results from the eye-tracking test showed that the aspects that received the most attention from the participants were the price of the pack, butchery name, and classification of the meat. The price of the pack was looked at more times by the largest share of consumers, and for the most extended period of all labelling, aspects presented. Results also showed that the butchery's name was the labelling aspect consumers mostly paid attention to first. Fewer consumers tended to look at the packaging date, sell-by date and cut name. A difference was found between the aspects that the participants indicated were the most important when buying red meat and what aspects they actually paid attention to when looking at packs of beef. Correlation results suggest that younger consumers are more likely to pay attention to the price labelling aspects and for a longer period. However, it will be at a later stage than older consumers. Also, price label information seems to be more important to higher educated beef consumers. The vital role that eye-tracking can play in improving the accuracy of research has been highlighted in the study. Marketing agents will also be able to use eye-tracking to ensure that products meet the demands of their customers. Future studies must be performed to confirm the results of this study before they can be generalised. It would be worthwhile to also test consumers' understanding of beef price label information.

Effect of Media Richness on Older Adults’ Routinized Use of Social Media in Mobile Applications

Given the ambivalent relationship between social media’s characteristics and the elderly usage, the missing link of the older consumers’ emotional attachment to the media product, and the lack of theoretical and empirical insights on the contextual family influence issue, this study examines how media richness drives the older users’ routine usage of media in a mobile application by considering the mediating role of emotional attachment and the moderating role of reverse intergeneration influence. Based on the data collected through 294 older users aged 60 and over in China, the hypothesized structural model is tested using path analysis. First, this study validates that media richness has a positive impact on the elderly’s routine use via a partial mediator emotional attachment. Second, this study reveals that the direct and indirect effect of media richness on routine use is moderated by the moderator reverse intergenerational influence. Third, this study finds that reverse intergenerational influence serves as a double-edge moderating role in the routine usage decision. These findings shed light on the underlying mechanism of the elderly’s routine use and provide applicable implications for the mobile application development practice in evoking the elderly’s routine use.

Editorial: Research priorities in the new service marketplace

PurposeThis editorial aims to identify new research priorities in the service marketplace that are emerging because of consumer and organizational trends in the shadow of the global pandemic.Design/methodology/approachA conceptual approach is used that draws on observations from practitioners to synthesize changes in consumer values, motivations and behaviors as they pertain to service consumption, design and delivery. This editorial draws on current trends and recent service research to discuss the current state of the marketplace and to uncover areas in which research voids exist.FindingsThis editorial offers ten research priorities for service researchers. These research priorities are supply chain and staffing shortages; sustainable services, older consumers embrace digital technologies; digital financial services; consumer pursuit of personal and spiritual awareness; participating in virtual communities, networks and worlds; affinity for peer-to-peer commerce; transformative places; seeking self-love services, and social distance concerns.Research limitations/implicationsAcademicians are provided with a series of research priorities that are interesting, timely and relevant for the new service marketplace.Practical implicationsService academicians are encouraged to pursue empirical and descriptive investigations in-line with the priorities developed in this editorial. These research priorities are relevant, timely and interesting.Originality/valueThis work presents scholars with a historical overview of trends in service research. The challenges posed by the pandemic represent the beginning of a new era in service research thought and practice as many previously held theories and understandings of consumers’ marketplace behaviors have permanently changed due to behavioral changes that transpired during governmental mandated lockdowns.

Pomegranate (Punica granatum L.) Peel Flour as Functional Ingredient for Chorizo: Effect Physicochemical and Sensory Characteristics of Functional Meat Products

Abstract Functional meat products are necessary to improve the health of consumers without detrimental effects on high biological value protein consumption. The incorporation of natural antioxidants and dietary fibre from agro-industrial coproducts is a good alternative to improve the nutritional characteristics of meat products. Pomegranate peel flour was employed as a functional ingredient to replace part of the fat, in a raw meat product like chorizo, determining changes in instrumental colour and texture, sensory acceptation, and neophobia. Pomegranate peel flour presented high content of polyphenols with considerable antioxidant activity, and high content of dietary fibre as well. Fibre retained moisture, decreasing water activity of the chorizos, decreasing pH during storage. Pomegranate peel flour increased the colour tone of the chorizos and decreased colour intensity, with a tough but easy to crumble texture. Sensory acceptation of chorizos with pomegranate peel flour was higher than control, although taste and texture were scored lower than the control sample. Results show that incorporation of pomegranate peel flour decreased Aw and pH, besides increased the samples luminosity and tone. Chorizo with pomegranate peel flour were harder than control. Nonetheless, as a functional ingredient improved health benefits with a positive consumers’ acceptance, non-neophobic, particularly in older consumers (40-50 years old). Pomegranate peel flour is a viable ingredient in the formulation of functional meat products.

Effect of age on sensory perception of beef patties with varying firmness

Sensorial perceptions change as people age; hence the aim of this study was to test if there were differences between younger (n = 95; aged 20-56) compared to older (n = 97; aged 60-81) consumers in sensory assessment of beef patties with varying firmness (‘soft’, ‘medium’, ‘hard’) and the influence of adding plum sauce as a lubricant and flavouring. The firmness of patties influenced consumer scores for overall liking, appearance, texture, flavour, and saltiness for both age groups. Both groups preferred the ‘soft’ patty regardless of sauce addition. When sauce was added, there was an increase in appearance and texture liking for younger consumers, but it did not influence liking for older people. In contrast to older consumers, younger subjects noted a ‘sour-acidic’ taste in samples. Sensorial perception of flavour does change as people age, and this is important to consider when developing suitable foods for older adults’ consumption.

Visual Attention, Behavioral Intention, and Choice Behavior Among Older Consumers Toward Sports Marketing Images: An Eye-Tracking Study.

Mental health benefits (i.e., relaxing and relieving pressure) can influence consumers’ consumption decisions. However, there is still no clear understanding of the impact of mental health benefits on visual attention, behavioral intention, and choice behavior. Study 1 was thus aimed at exploring the visual attention and behavioral intention of older consumers with respect to exercise consumption. A sample of 186 older consumers was investigated. An eye-tracking analysis was used to evaluate the visual attention of participants observing health promotion messages, and questionnaires were used to assess the behavioral intention of the older consumers under consideration in this work. The findings confirmed that marketing pictures combining natural sportscapes with prevention focus messages (i.e., conveying information to consumers that it is safe and not easy to be injured when engaging in yoga activities in natural settings) can best capture older consumers’ visual attention (e.g., fixation numbers and fixation times) and behavioral intentions. In Study 2, 75 participants were recruited. It was found that marketing pictures combining natural sportscapes with prevention focus messages were selected more by the participants, with health communication images successfully attracting them to choose the sports program products being presented. The findings of the two studies suggested that marketing pictures can effectively stimulate consumers’ visual attention and has effects on their behavioral intention and choices toward exercising in a safe, natural environment.

Older Consumers’ Perceptions of Advertising with Celebrity Endorsement

As most of the developed societies are ageing, how to engage older consumers in advertising has become important to marketing communication practitioners. A qualitative study was conducted in March 2021 by interviewing a convenience sample of 20 persons aged 50 to 64 in China. Interviewees most often recalled celebrity endorsers who frequently appear in popular TV dramas. Source attractiveness was the main reason for recalling the celebrity endorsers. Source attractiveness, source credibility, and congruency with image of the brand, as well as moral qualities of celebrities were frequently reported as major factors that brands should consider when selecting an endorser. Interviewees perceived that credibility of endorsers was closely related to their moral behavior. Regarding advertising effect, interviewees perceived that advertisements with celebrity endorsement could enhance brand awareness, create positive feelings about the brand, and enhance purchase intention. Interviewees perceived that traditional celebrities enjoy a higher level of credibility and persistence of popularity than online influencers. The study discusses the theoretical implications for whether the main theories of celebrity endorsement are applicable to older people in China as well as the practical implications for marketing communications.

Prior oral proton-pump inhibitor use is associated with reduced severity of aspirin-related upper gastrointestinal bleeding in older people.

Low-dose aspirin is commonly used for primary or secondary prophylaxis against cardiovascular disease in older people. However, the potential risk of upper gastrointestinal (UGI) ulceration and bleeding associated with low-dose aspirin use is often not appreciated by prescribers and older consumers. Among 133 serial patients with UGI bleeding, aspirin-users aged ≥70 years had a ninefold increased likelihood of overt UGI bleeding compared with non-users, reducing by 90% in regular proton-pump inhibitor users (adjusted odds ratio 0.10). We recommend risk-versus-benefit discussions when recommending aspirin to older people.

Knowledge and awareness about food safety, foodborne diseases, and microbial hazards: A cross-sectional study among Bangladeshi consumers of street-vended foods

Maintaining quality and safety of street-vended foods (SVFs) is a challenge and a public health priority in low-and middle-income countries due to its affordability, availability and association with foodborne diseases and microbial hazards. The purpose of this study was to assess the knowledge and awareness of food safety, foodborne diseases, and microbial hazards among Bangladeshi consumers of SVFs. A cross-sectional survey was administered among 650 Bangladeshi adults who purchase and consume SVFs. The mean food safety knowledge score of consumers was 10.73 (SD = 2.84, range: 3–18), indicating moderate knowledge. Multiple linear regression analysis found that male consumers (B = - 0.549, p < 0.030), consumers with ‘no formal education’ (B = −1.815, p < 0.045), and consumers with ‘secondary education’ (B = −1.476, p < 0.016) were less knowledgeable about food safety compared to their counterparts. Older consumers (36–45 years) were more knowledgeable about food safety compared to younger consumers (18–25 years) (B = 1.300, p < 0.011). Three-quarters of the respondents (76.9%) were not always confident about food safety issues when they bought SVFs, and affordability was the main reason (37.8%) for purchasing SVFs. Increased education and awareness on food safety education for Bangladeshi consumers of SVFs is needed, specifically targeting young adult males, and individuals with lower educational backgrounds. • Overall, food safety knowledge (FSK) of street food consumers was moderate. • Being a male and aged 18–25 years were associated with lower FSK. • Having lower educational attainment was a risk factor of low FSK. • Street food consumers had lower knowledge and awareness about microbial hazards. • Affordability was the main reason for purchasing street-vended foods.

”Se on aina elämys, kun pääsee kauppaan” – Kaupunkikeskusta ikääntyneiden fyysisenä ja sosiaalisena asiointiympäristönä

Urban population ageing has significant implications for city centres to cater to an increasing number of older citizens. This article focuses on the city centre from the older consumers’ (aged 60+) perspective, emphasising physical and social elements in the retail and service environment. The focus-group research method was used to identify what is an age-friendly city centre that supports older consumers in running their errands. The study proved the superiority of the city centre to the older consumers. It offers an opportunity to be outdoors, enjoy the visual elements and social interactions while running errands. A wide variety of age-friendly services and the possibility of combining different activities into one visit were found to attract older consumers. The study highlights that shopping is a vital activity that promotes active and healthy ageing. Thus, older people should be respected as consumers with heterogeneous needs and preferences when creating an age-friendly city centre.

INFLUENCE OF EXTERNAL AND INTERNAL FACTORS ON CHANGE IN CONDUCT OF CONSUMER SERVICE CONSUMERS

Consumer behavior involves certain decisions, activities, ideas or experiences that meet the needs and desires of consumers. This applies to all activities directly related to the receipt, consumption and disposal of products and services, including decision-making processes. Many factors influence the decision-making process. They can be psychological, social, cultural, economic, personal and organizational. These factors influence people's consumer behavior, which ultimately influences consumers' choices about using the hospitality industry. Psychological factors influencing consumer behavior are motivation, perception and attitude. Social factors are family, group, role and status. Cultural factors include culture, subculture and social class. Economic factors include personal income, family income, and income expectations. Other factors that are personal include age, occupation, income and lifestyle.&#x0D; Behavior is an organizational factor that includes marketing strategies, work organization, brand name and company image, and not least factors that influence consumer choice - these are external environmental factors that include economic, political, social, legal, technology and competition . Identifying and understanding the factors that influence consumer behavior can influence their choices and regulate the demand for certain services that can meet the needs and desires, thus increasing the income and profitability of the institution.&#x0D; Understanding the impact of internal and external factors helps hospitality organizations develop marketing strategies to meet consumer needs and gain market advantage. It has been studied that the consumer cannot make decisions alone, but makes decisions under the influence of several other people who perform different roles. Therefore, consumer behavior as a buyer is strongly influenced by cultural, social, personal and psychological characteristics. These factors help consumers develop product and brand benefits.&#x0D; Research has shown that the age of consumers influences their choice of accommodation and food. Older consumers are more demanding of comfort and nutrition. Data for this study were collected through a self-administered questionnaire.&#x0D; The questionnaire was compiled after an extensive survey and analysis of the scientific literature. The questionnaire presents a list of external and internal factors that affect the behavior of consumers of hospitality services. Each factor was evaluated in 2 points. Points were translated into percentages.

Information Avoidance in Consumer Choice: Do Avoidance Tendencies and Motives Vary by Age?

ABSTRACT Prior research suggests that older adults seek less information in consumer choices than younger adults do. However, it remains unclear if intentional information avoidance plays a role in such effects. To test this possibility, we examined age differences in deliberate information avoidance in consumer decisions and explored a range of potential motives. Adult lifespan samples completed two pre-registered online studies, which assessed information avoidance using a slider scale (Study 1, N =195) and a forced-choice task (Study 2, N = 500). In Study 1, age differences in information avoidance were not significant, but methodological limitations could have obscured age effects. In Study 2, age was associated with higher information avoidance. Avoidance was higher among participants who reported that the information would not impact decision preferences, would elicit more negative affect, and would be useless. Although age was associated with lower perceived impact on decision preferences and lower concerns about affective responses, age differences in information avoidance remained significant when these variables were statistically controlled. In conclusion, in the context of consumer choices, deliberate information avoidance is higher among older consumers. Thus, interventions to promote the acquisition of relevant information would benefit from being tailored to the target age group.

The Evaluation of Business Tools for Encouraging Social Responsibility in Older Consumers

Being close to consumers, retail chains have a considerable influence on the formation of social responsibility in society. By applying various means of encouragement, these entities try to draw the attention of consumers to problems in the society and encourage them to contribute to socially responsible activities. The aim of this research was to evaluate whether the means of promoting social responsibility applied in the biggest retail chains of Lithuania selling alimentary products have an influence on a consumer and encourage them to contribute to the promotion of the idea of social responsibility. Analyses of scientific literature, qualitative approaches based on 482 in-depth interviews, analyses of data obtained during the survey, mathematical–statistical analyses and comparative analyses were applied in this research. This article represents the results of the obtained research and emphasizes the main factors promoting and limiting the social responsibility of consumers. It was identified that the social responsibility of consumers in the field of environmental protection is formed by information provided by business entities, company images and other people surrounding the consumer. Social responsibility in the field of charity and support was influenced by information provided by business entities and other people’s opinions. Furthermore, the article concludes with the development of models showing which elements business entities should orient towards in order to promote the social responsibility of consumers in the field of environmental protection or charity and support. The compiled model can be used by all business subjects acting in the retail trade and trying to encourage users to become involved in socially responsible activities.

Consumer perception and sensory properties of bakery products fortified with chicken protein for older adults

Loss of appetite is common in older adults and as an adequate protein intake is recommended to support the maintenance of muscle mass and strength during ageing, a sufficient intake of dietary protein is essential. One strategy is to develop protein fortified foods for older adults. This study developed rye bread and chocolate cake fortified with chicken protein powder. Two independent trained panels were recruited to evaluate the sensory properties of the products. Seventy-five Danish older adults aged between 60 and 83 years were recruited to rate their overall liking on the 9-point hedonic scale; and their emotional response to each product was collected by check-all-that-apply (CATA). Results showed that fortification with chicken protein powder caused sensory changes especially in texture such as less firm, elastic texture and stronger floury mouthfeel for rye bread; less spongy, crumbly and stronger dense, moist texture for chocolate cakes. The sensory changes resulted in small yet significantly lower consumer acceptance of rye bread, but no significant differences in liking of chocolate cakes were found. All samples were above the acceptability level by Danish older consumers. Emotions pleased, interested, sad, disappointed and disgusted significantly discriminated the rye bread samples; disappointed and bored emotions significantly discriminated the chocolate cake samples. Moreover, significant correlations were found between the familiarity with protein fortified food products, appropriateness of rye bread or chocolate cakes for protein fortification and willingness to purchase of protein-fortified rye bread or chocolate cakes. This study was a first application of chicken protein powder in fortification of cereal products for older consumers.

A CROSS-DISCIPLINARY PROJECT ON MARKETING TO OLDER ADULTS

ABSTRACT For the second year in a row, students enrolled in Psychology of Aging and Consumer Behavior worked in cross-disciplinary teams during an eight-week session, with their efforts concluding in a team project. Student teams created a marketing plan of a product or service specifically targeting older consumers. Fink’s Taxonomy of Significant Learning provided a structure for organizing weekly team tasks and assignments. The cross-disciplinary teams created an opportunity for students to refine their “soft skills” by working in a dynamic team environment and gain insight into older adult motivations and preferences. Students presented their project ideas to older adults (6 panelists) and received feedback to improve the final concept. Student perceptions and learning were assessed both quantitatively and qualitatively. Pre and posttests were administered to measure changes in student perspectives of older adults (i.e., ageism) and beliefs about groups. Pre and post assessments revealed decreased levels of older adult avoidance and discrimination among students after participation. In addition, qualitative results noted increased understanding of aging among students. Several modifications and suggestions are provided to instructors wishing to replicate the project. This project prepared students to be part of a diverse team and encouraged a deeper understanding of older consumers.

Older People in Advertising

Despite the increasing market size and consumption power of older consumers, older people seldom appear in advertising, and research activity in this area suggests that advertising scholars have lost interest in the topic. This article proposes some explanations for this neglect of the topic despite its increasing importance and provides a review of knowledge about the representation, portrayal, and effects of older people in advertising. Based on this review, the article identifies several gaps in the literature and proposes an integrative model and agenda for future research. The agenda addresses the definition and operationalization of age and older people and discusses how their representation and portrayal must be evaluated against appropriate baseline figures; how stereotyping can be assessed and measured; how positive perceptions and evaluations of portrayals of older people, despite weak representation and stereotyping, can be explained; and how social and commercial effects can be investigated. The agenda discusses the potential responsibilities of advertisers and the implications of this research for practitioners and public policy.

The Visual Attention and Psychological Responses from Older Customers to Wellness Service Pictures of Hotels.

Understanding the visual attention and psychological responses of consumers to marketing pictures allows hotel managers to design more attractive advertisements. Therefore, the purposes of the present study were to use an eye-tracking analysis to explore whether there were different effects from tourist hotels’ wellness service pictures based on whether they had natural or built clues. The psychological responses with regard to perceived well-being and willingness to pay were also examined. Eighty-five older consumers were recruited. Their eye movement performance while observing marketing pictures with different visual clues and their subsequent psychological responses were measured. It was found that wellness service pictures with natural clues captured more visual attention and induced higher willingness-to-pay perceptions than those with built clues in these older consumers. The present results suggest that marketing pictures with natural clues may create positive visual responses in older customers and further enhance their purchase intention.