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The role of labeling processes in elderly consumers' responses to age segmentation cues

Tian, Kelly Tepper 1994, The role of labeling processes in elderly consumers' responses to age segmentation cues, Journal of consumer research, vol. 20, no. 4, pp. 503-519.

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Title The role of labeling processes in elderly consumers' responses to age segmentation cues
Author(s) Tian, Kelly Tepper
Journal name Journal of consumer research
Volume number 20
Issue number 4
Start page 503
End page 519
Total pages 17
Publisher University of Chicago Press
Place of publication Chicago, Ill.
Publication date 1994-03
ISSN 0093-5301
1537-5277
Summary This investigation explores labeling processes underlying age segmentation cue effects on discount usage intentions. Depth interviews regarding participants' experiences using senior-citizen-type discounts reveal three levels of responsiveness to consumer offerings promoted with age segmentation cues: rejecting senior citizen discounts to avoid self-devaluation, rejecting senior citizen discounts to avoid stigmatization, and assigning positive meanings to the status that promotes senior citizen discount usage. An experimental investigation, undertaken to assess the sequential ordering of these levels of responsiveness, reveals that self-devaluation and perceived stigma mediate age segmentation cue effects on discount usage intention only for younger-aged elderly. Results lend support for a stage model of consumers' progression through phases of responsiveness to "senior citizen" labeling.
Language eng
Field of Research 159999 Commerce, Management, Tourism and Services not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category C1.1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Persistent URL http://hdl.handle.net/10536/DRO/DU:30042508

Document type: Journal Article
Collection: School of Management and Marketing
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