Helm, Roland and Landschulze, Sebastian (2013) How does consumer age affect the desire for new products and brands? A multi-group causal analysis. REVIEW OF MANAGERIAL SCIENCE, 7 (1). pp. 29-59. ISSN 1863-6683,
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Marketing lacks comprehension on the increasingly important segment of mature consumers in regard to their behavior and respective reasons for certain behavior. This study on the desire for alternative products or brands within the domain of fast moving consumer goods was capable of verifying differences among age-groups. While the keenness for cross-buying increases with age, the desire for switching to other familiar brands than the one usually purchased, and the desire for switching to new brand alternatives decrease with age; Thus indicating age-patterns in product category-specific innovativeness and variety seeking. The study also considers a wide range of behavioral determinants such as product satisfaction, product involvement, category experience, perceived purchase risk etc. mediating the effect of age on these desires, giving a fairly good picture of the unveiled causes for the age group differences. Furthermore, the issue of age potentially operating as a moderating variable on the effects of the behavioral determinants on the desires for product and brand alternatives found consideration in this study, but was proven to be of marginal relevance.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | OPTIMUM STIMULATION LEVEL; VARIETY-SEEKING BEHAVIOR; OLDER CONSUMERS; CUSTOMER CHARACTERISTICS; PURCHASE QUANTITY; PERCEIVED RISK; EMPIRICAL-TEST; SATISFACTION; INVARIANCE; MODEL; Optimal stimulation theory; Consumer behavior; Exploratory behavior; Adoption; New products; Older consumers; Age effects |
| Subjects: | 300 Social sciences > 330 Economics |
| Divisions: | Business, Economics and Information Systems > Institut für Betriebswirtschaftslehre Business, Economics and Information Systems > Institut für Betriebswirtschaftslehre > Lehrstuhl für Betriebswirtschaft, insbesondere Strategisches Industriegütermarketing (Prof. Dr. Roland Helm) |
| Depositing User: | Dr. Gernot Deinzer |
| Date Deposited: | 29 Apr 2020 11:38 |
| Last Modified: | 29 Apr 2020 11:38 |
| URI: | https://pred.uni-regensburg.de/id/eprint/17534 |
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