The effects of aging on brand attitude measurement

Memory impairments in the elderly have been widely studied in the past. This study focuses on the effects of these memory impairments on the ability of mature consumers to respond to brand attitude scales. An experimental study investigates the impact of age and type of measurement scale on response...

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Bibliographic Details
Published in:The Journal of consumer marketing 2004-06, Vol.21 (4), p.264-273
Main Authors: Jayanti, Rama K, McManamon, Mary K, Whipple, Thomas W
Format: Article
Language:English
Subjects:
Age groups
Aging
Attitude surveys
Bias
Brand preferences
Consumer behavior
Consumer behaviour
Effects
Hypotheses
Information processing
Marketing
Memory
Older people
Purchase intention
Semantics
Statistical analysis
Studies
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Summary:Memory impairments in the elderly have been widely studied in the past. This study focuses on the effects of these memory impairments on the ability of mature consumers to respond to brand attitude scales. An experimental study investigates the impact of age and type of measurement scale on responses to brand attitude scales. Groups of seniors within the elderly market (55‐65, 66‐75, and over 75) are investigated as opposed to contrasting two extreme points on the continuum, namely the elderly versus the young. Three commonly used attitude scales were manipulated to determine how age interacts with the form of scale to generate response bias. Three types of response bias; extremity response, acquiescence, and item non‐response were investigated. Results indicate a significant interaction between age and type of scale. Implications of these results for those involved in marketing to seniors are highlighted.
ISSN:0736-3761
2052-1200
DOI:10.1108/07363760410542174