Understanding the Older Consumer

The Grey Market
1. Auflage 2017
ISBN: 978-1-138-46262-5
Verlag: Taylor & Francis Ltd

Buch, Englisch, 188 Seiten, Format (B × H): 162 mm x 243 mm, Gewicht: 404 g

Reihe: International Series in Social Psychology

There are more people over 50 than ever before, with numbers likely to continue to rise. They are wealthier, healthier and happier than our old stereotypical images lead us to believe, yet this segment of the market is under-researched. In Understanding the Older Consumer, Barrie Gunter provides a detailed examination of the demographic, behavioural and psychological profiles of this group. 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. Understanding the Older Consumer provides a wealth of information on older people's lifestyles and leisure, their interest in the mass media, their perceptions of advertising and their shopping preferences that will be invaluable to students of marketing, media and social psychology.

Autoren/Hrsg.

Gunter, Barrie

Fachgebiete

• Sozialwissenschaften Psychologie Psychologie / Allgemeines & Theorie Psychologische Theorie, Psychoanalyse

Inhaltsverzeichnis

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;

Über Autor(innen)

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.