Understanding the Older Consumer: The Grey Market

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Psychology Press, 1998 - Business & Economics - 182 pages
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In Understanding the Older Consumer, Barrie Gunter provides a detailed examination of the demographic, behavioural and psychological profiles of the older consumer. He shows that without the responsibilities of loans and child raising and with better financial provision than in previous years, the over-50s represent a powerful spending force.
In order to reach this group, Barrie Gunter shows how to target advertising and respond to the changes that have occurred. Understanding the Older Consumer provides a wealth of information on older people's lifestyles and leisure, their interest in the mass media, their perceptions of advertising and their shopping.
 

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Contents

The importance of the older consumer
1
Demographics and consumption patterns
19
Lifestyles life stages and consumption
40
Leisure and media use
60
Representation and image
89
The importance and effectiveness of advertising
122
The future and the older consumer
138
References
146
Name index
173
Subject index
180
Copyright

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Page 148 - M. (1963). Living and activity patterns of the aged (Research Report No. 6). Ithaca, NY: Cornell University Center for Housing and Environmental Studies.
Page 154 - Gordon, SK & Clark, WC 1974. Application of signal detection theory to prose recall and recognition in elderly and young adults.
Page 147 - In KB Monroe (Ed.), Advances in Consumer Research, (Vol. 8). Ann Arbor, Mich.: 1981a, 195-202.
Page 152 - Erber, JT (1974). Age differences in recognition memory. Journal of Gerontology, 29, 177-181. Erber, JT (1978).
Page 147 - Use special scaling techniques when researching senior market. Marketing News, 15(23), 9. Bernhardt, KL (1981). Consumer problems and complaint actions of older Americans: A national view. Journal of Retailing, 57(3), 107-125.
Page 164 - An empirical analysis of spokesperson characteristics on advertisement and product evaluations.
Page 169 - Spilich, GJ (1983). Life-span components of text processing; Structural and procedural differences. Journal of Verbal Learning and Verbal Behavior, 22, 231-244. Spilich, GJ, Vesonder, GT, Chiesi, HS, & Voss, J. E (1979). Text processing of domain-related information for individuals with high and low domain knowledge.

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About the author (1998)

My main research interests include media violence, the impact of broadcast news, effects of television on public opinion, the effects of advertising on young people, the use and impact of new interactive media. I have also conducted research on a wide range of other media, marketing and management issues.My recent research has centred on the use and impact of new media (in particular the Internet and digital interactive television). I am particularly interested in the use of the web as an information source and in the impact of Internet-related behaviour on use of other media, especially television.I have continued to conduct research and to write about the influence of television advertising, among children and adults. Much of this recent work has focused on alcohol advertising and young people s drinking. In addition, with two colleagues in my department, I recently conducted research for the Food Standards Agency on the nature of formula product advertising targeted at young mothers.I have also been involved in research from the British Library with colleagues at University College London on the use of online tools for information search in the context of higher education.

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