Consumer research generally confirms that the elderly are less active consumers and shoppers than young adults. But the single-category treatment of older consumers does not provide insight into just when their life-space contraction begins, how rapidly it develops, and how extensive and varied are its effects on consumer lifestyles. The consensus of gerontological research seems to be that approximately 75 years of age marks the transition point into advanced age. Unfortunately, there has been very little investigation of the effects of aging on actual consumer behavior. Particularly lacking is detailed information on shopping and other consumption-oriented leisure activities and how these patterns and their accompanying lifestyle and socioeconomic status change with chronological aging. Compounding the problem, as Bernhardt and Kinnear (1975) point out, most of the existing studies of elderly consumer behavior use quite small samples and unrepresentative "captive audiences" of a single elderly residence or attendants of a single senior center.
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- Shopping and Leisure Activity Patterns within the Elderly Consumer Segment: The “Young-Old” and “Old-Old”
Peter L. Gillett
Richard A. Scott
Duane L. Davis