Cognition, Persuasion and Decision Making in Older Consumers

Gilles Laurent (1) , Carolyn Yoon (2) , Helene H. Fung (3) , Richard Gonzalez (4) , Angela H. Gutchess (4) , Trey Hedden (5) , Raphaelle Lambert-Pandraud (6) , Mara Mather (7) , Denise C. Park (8) , Ellen Peters (9) , Ian Skurnik (10)

1 HEC Paris - Recherche - Hors Laboratoire
2 Stephen M. Ross School of Business
3 CUHK - The Chinese University of Hong Kong [Hong Kong]
4 University of Michigan [Ann Arbor]
5 Stanford University
6 ESCP-EAP - ESCP-EAP
7 UC Santa Cruz - University of California [Santa Cruz]
8 UIUC - University of Illinois at Urbana-Champaign [Urbana]
9 University of Oregon [Eugene]
10 University of Toronto

Older adults constitute a rapidly growing demographic segment, but relatively little is known about them within consumer contexts: how they process information, respond to persuasive messages, and make decisions. We discuss extant findings from consumer behavior and related disciplines (e.g., cognitive psychology, neuroscience, social psychology, gerontology) as they pertain to the effects of aging on consumer memory, persuasion and decision

Keywords: older consumers; aging; cognition; persuasion; decision making

Gilles Laurent, Carolyn Yoon, Helene H. Fung, Richard Gonzalez, Angela H. Gutchess, et al.. Cognition, Persuasion and Decision Making in Older Consumers. Marketing Letters, 2005, 16 (3-4), pp.429-441. ⟨10.1007/s11002-005-5903-3⟩. ⟨hal-00818685⟩