Age differences in consumers' processing strategies: an investigation of moderating influences

Article Abstract:

Relative to younger adults, older adults appear to exhibit greater use of schema-based, as opposed to detailed, processing strategies. This relationship is investigated in an experimental study that examines the moderating influences of two marketing-relevant variables, incongruity of message items and optimal time of day. Signal detection analysis performed on recognition measures serves as a basis for assessing strategy use. Both older and younger adults, during their optimal times of day (morning and evening, respectively), engage in detailed processing, but this tendency is particularly pronounced for the elderly when exposed to high-incongruity cues. By contrast, during their nonoptimal time of day, older adults seem to rely on schema-based processing regardless of the level of congruity, whereas younger adults remain relatively detailed in their processing strategies. Theoretical and practical implications for marketing are discussed. (Reprinted by permission of the publisher.)

Research, Young adults, Human information processing, Age (Psychology), Age differences (Psychology)

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Dominated consumer acculturation: the social construction of poor migrant women's consumer identity projects in a Turkish squatter

Article Abstract:

The effects of consumer culture of Turkey on poor migrant women consumer behavior with relation to sociocultural structuring are presented.

Public affairs, Turkey, Immigrants, Psychological aspects, Social aspects, Acculturation, Assimilation (Sociology)

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A functional magnetic resonance imaging study of neural dissociations between brand and person judgments

Article Abstract:

A study on brand and person judgments using functional magnetic resonance imaging is examined.

United Kingdom, Usage, Magnetic resonance imaging

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