Consumer attitudes toward marketing strategies over the adult life span

Authors: Simpson, Penny M.; Licata, Jane W.

Source: Journal of Marketing Management, Volume 23, Numbers 3-4, April 2007 , pp. 305-326(22)

Publisher: Routledge, part of the Taylor & Francis Group

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Abstract:

The current study used a grounded theory methodology where in-depth interviews and related literature were integrated to form a process model depicting the evolution of the consumer mindset toward marketing mix strategies (CMS_m) over the adult life span. Influences on the evolving CMS_m were found to be mainly factors external to the consumer. Marketing forces, that is forces managed by the marketer, were the second most common influence on the CMS_m. The model provides a basis for further research to inform marketers on ways to influence consumer behavioural intentions over the consumer's life span.

Keywords: LIFE SPAN; LIFE CYCLE; CONSUMER BEHAVIOUR; ADULT CONSUMERS; CONSUMER ATTITUDES

Document Type: Research article

DOI: http://dx.doi.org/10.1362/026725707X196396

Publication date: 2007-04-01

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