Trust, Commitment, and the Elderly: Exploring Age Differences in Consumer-Brand Relationships

This paper gains insights into the neglected field of elderly consumers' brand relationships. The authors investigate whether two groups of elderly consumers (using 65 years as the cut-off point) show the hypothesized differences in their relationships with coffee brands. Socioemotional selecti...

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Bibliographic Details
Main Authors: Jahn, Steffen, Gaus, Hansjoerg, Kiessling, Tina
Format: Conference Proceeding
Language:English
Subjects:
Brand image
Consumer behavior
Consumers
Older people
Self esteem
Studies
Online Access:Get full text
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Summary:This paper gains insights into the neglected field of elderly consumers' brand relationships. The authors investigate whether two groups of elderly consumers (using 65 years as the cut-off point) show the hypothesized differences in their relationships with coffee brands. Socioemotional selectivity theory (Carstensen et al. 1999) is used as a theoretical lens. Moderator analyses reveal significant differences between "younger elderly" and "older elderly" in relationships among self-concept connection, partner quality, trust, and commitment. For younger elderly, it seems to be more important how a brand is. For older elderly, what a brand does becomes more relevant.
ISSN:0098-9258