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The paper presents a review of 128 studies on the behavior of older consumers\udpublished in the last 35 years (from 1980 to 2014) in 35 peer-reviewed journals.\udThe purpose of the procedure is twofold: First, we aim to summarize results on agerelated\udchanges in consumer research. Second, by doing so, we evaluate the relative\udimportance of age-related factors (chronological, biological, psychological, and social\udage as wells as life events and life circumstances) in research on older consumers.\udResults of the review show that research on older consumers is still dominated by\udinvestigations using chronological age. Influences of other aspects of the aging process,\udalthough recommended by previous research reviews and providing valuable\udinsights, are still playing a minor role in the investigation of consumer behavior.\udResearch with alternative age measures is still in an early, exploratory stage and future\udstudies should include specific aspects as well as multitheoretical models of aging

It’s not how old you are but how you are old: A review on aging and consumer behavior