Overview

This volume presents an examination of the demographic, behavioural and psychological profiles of older consumers. He shows that without the responsibilities of loans and child raising and with better financial provision than in previous years, the over-50s represent a powerful spending force. In order to reach this group, marketers need to know how best to target advertising and respond to the changes that have occurred.

Full Product Details

Author:   Barrie Gunter (University of Leicester, UK)
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Dimensions:   Width: 15.60cm , Height: 1.00cm , Length: 23.40cm
Weight:   0.453kg
ISBN:  

9780415186445

ISBN 10:   0415186447
Pages:   188
Publication Date:   03 September 1998
Audience:   College/higher education ,  General/trade ,  Tertiary & Higher Education ,  General
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

Chapter 1 The importance of the older consumer; Chapter 2 Demographics and consumption patterns; Chapter 3 Lifestyles, life stages and consumption; Chapter 4 Leisure and media use; Chapter 5 Representation and image; Chapter 6 The importance and effectiveness of advertising; Chapter 7 The future and the older consumer;

Reviews

My recommendation is to buy the book if you are interested in research concernin over-50s consumers....with references dating back to 1920, with almost 80 percent of those references dating between 1974 and 1993 and, finally, with those references including nearly every prominent consumer behavior researcher in the USA and the UK during those years, the book is definitely a must-have for current researchers in the field. <br>- Journal of Consumer Marketing <br> Extensive references cited at the end of this book enhance this valuable source for those interested in advertising and marketing and psychology. <br>- Choice <br>

Author Information

Barrie Gunter is a psychologist and Professor of Journalism at the University of Sheffield. He has written over 30 books on various media, marketing and management topics and conducted his own widespread research on media and advertising issues.

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