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A Socialization Perspective on Selected Consumer Characteristics of the Elderly
Author(s) -
SMITH RUTH BELK,
MOSCHIS GEORGE P.
Publication year - 1985
Publication title -
journal of consumer affairs
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.582
H-Index - 62
eISSN - 1745-6606
pISSN - 0022-0078
DOI - 10.1111/j.1745-6606.1985.tb00345.x
Subject(s) - socialization , perspective (graphical) , antecedent (behavioral psychology) , psychology , mass media , social psychology , consumer behaviour , advertising , business , artificial intelligence , computer science
This study examines the effects of selected antecedent variables and communication processes on the consumer behavior of the elderly. The socialization perspective is suggested as a conceptual framework for the study of elderly consumer behavior, with specific theories used as bases for formulating hypotheses. The study results suggest that the mass media and the family may be instrumental in reinforcing or developing traditional sex‐role stereotypes among the elderly, whereas consumer education may help them filter puffery in advertisements. Age, sex and health were also related to various aspects of consumer behavior.