Age differences in information processing: understanding deficits in young and elderly consumers

Article Abstract:

Limitations in the information-processing abilities of young and elderly consumers have generated considerable interest among consumer researchers, marketing practitioners, and government regulators. Most of the research in this area has concentrated on finding which types of deficits characterize both age groups. Little attention has been given to the possibility that the occurrence of these processing deficits may be dependent on task conditions. This article proposes to provide a better understanding of the difficulties experienced by young and elderly consumers by describing the basic processing deficits that characterize these age groups and identifying the task factors likely to affect the severity of these deficits. The article also relates these findings to theoretical, methodological, and managerial issues involved in studying and reacting to the difficulties faced by young and elderly consumers. (Reprinted by permission of the publisher.)

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Age differences in product categorization

Article Abstract:

This article examines the bases children of different ages use to categorize products. Data from children ages 4 to 10 indicate that the use of perceptual attributes as a basis for categorizing products decreases with age, whereas the use of underlying attributes to categorize products increases with age. These findings provide a conceptual replication of earlier findings from developmental psychology. Moreover, the findings suggest that younger children's failure to consider underlying attributes can be traced to common types of processing deficits. Theoretical implications arising from these observations and directions for future research are discussed. (Reprinted by permission of the publisher.)

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Cultural differences in brand extension evaluation: the influence of analytic versus holistic thinking

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The cross-cultural comparison of the influence of analytic and holistic thinking on the evaluation of brand extensions by consumers is presented.

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