Time, uncertainty and the expectancy experience: An interpretive exploration of consumption and impending motherhood

Article Abstract:

The paper studies time and experience of time as linked to the consumption behaviour of expectant mothers. The range of feelings and complexity of lives of the women as revealed by the study offer a rich opportunity for marketers to engage with these consumers, while looking at the increasing number of women juggling with different home/work combinations as a new trend. This interpretive study shows a fuller picture of the expectant mothers and their involvement with work and the community.

Europe, Science & research, Marketing Management, Administration of Marketing, Psychological aspects, Study and teaching, Pregnant women, Women consumers, Target marketing

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The representation of older people in advertisements

Article Abstract:

The marketing and advertising industries have been criticized for hesitating to use older consumers as advertising models. One factor that caused disinterest on older consumers is the fact that most executives in the advertising industry are young with an average age that is below 50. In a 1995 survey in the US, the average age of agency representatives was 28 and in Europe, most executives are in their twenties and thirties.

Advertising Management, Market Research, Aged, Elderly, Analysis, Demographic aspects, Portrayals, Advertising, Marketing research

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The older consumer as innovator: Does cognitive age hold the key?

Article Abstract:

Older consumers and whether they may be considered as more innovative in their consumption than others were examined.

Consumers, Cognition in old age, Old age cognition

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