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Cognition, Persuasion and Decision Making in Older Consumers

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Abstract

Older adults constitute a rapidly growing demographic segment, but relatively little is known about them within consumer contexts: how they process information, respond to persuasive messages, and make decisions. We discuss extant findings from consumer behavior and related disciplines (e.g., cognitive psychology, neuroscience, social psychology, gerontology) as they pertain to the effects of aging on consumer memory, persuasion and decision

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Authors and Affiliations

  1. Stephen M. Ross School of Business, University of Michigan, Ann Arbor, MI, 48109-1234

    Carolyn Yoon

  2. Carrefour Chair, HEC School of Management, Paris, France

    Gilles Laurent

  3. The Chinese University of Hong Kong, Hong Kong

    Helene H. Fung

  4. University of Michigan, Michigan

    Richard Gonzalez & Angela H. Gutchess

  5. Stanford University, Stanford

    Trey Hedden

  6. ESCP-EAP European School of Management and Negocia, Paris

    Raphaëlle Lambert-Pandraud

  7. University of California, Santa Cruz, California

    Mara Mather

  8. University of Illinois, Urbana-Champaign

    Denise C. Park

  9. University of Oregon, Oregon

    Ellen Peters

  10. University of Toronto, Toronto

    Ian Skurnik

Authors
  1. Carolyn Yoon
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  2. Gilles Laurent
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  3. Helene H. Fung
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  4. Richard Gonzalez
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  7. Raphaëlle Lambert-Pandraud
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  8. Mara Mather
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  9. Denise C. Park
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  10. Ellen Peters
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  11. Ian Skurnik
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Corresponding author

Correspondence to Carolyn Yoon.

Additional information

The first two authors co-chaired the workshop at the Choice Symposium and made major and equal contributions to this article. The remaining authors were participants in the workshop. They also contributed to this article and are listed in alphabetical order. We wish to thank the editor and Cathy Cole for their helpful comments on the paper. The article, including a more complete list of references, was shortened to meet the page-length constraints of the special issue. The longer version is available upon request from the senior authors.

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Yoon, C., Laurent, G., Fung, H.H. et al. Cognition, Persuasion and Decision Making in Older Consumers. Market Lett 16, 429–441 (2005). https://doi.org/10.1007/s11002-005-5903-3

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