Routledge - The Aging Consumer: Psychology and Marketing Book

Explore the complex relationship between age and consumer behavior with The Aging Consumer: Perspectives from Psychology and Marketing, 2nd edition. Published by Routledge, this book provides a comprehensive look at what is currently known about how age impacts consumer decisions and identifies the research gaps that still exist in the field. This edition examines fundamental questions regarding how older adults respond to marketing compared to young and middle-aged adults. It looks specifically at how different age groups react to pricing, promotions, product design, and distribution methods. By compiling research from experts, this text provides a clear foundation for understanding the psychological and marketing factors that drive the aging demographic. Whether you are a researcher, student, or professional, this book outlines a clear agenda for future studies. It serves as a vital resource for anyone looking to understand the systematic research needed to bridge the gap between psychology and marketing in the context of an aging population.