Abstract
Marketing lacks comprehension on the increasingly important segment of mature consumers in regard to their behavior and respective reasons for certain behavior. This study on the desire for alternative products or brands within the domain of fast moving consumer goods was capable of verifying differences among age-groups. While the keenness for cross-buying increases with age, the desire for switching to other familiar brands than the one usually purchased, and the desire for switching to new brand alternatives decrease with age; Thus indicating age-patterns in product category-specific innovativeness and variety seeking. The study also considers a wide range of behavioral determinants such as product satisfaction, product involvement, category experience, perceived purchase risk etc. mediating the effect of age on these desires, giving a fairly good picture of the unveiled causes for the age group differences. Furthermore, the issue of age potentially operating as a moderating variable on the effects of the behavioral determinants on the desires for product and brand alternatives found consideration in this study, but was proven to be of marginal relevance.
Similar content being viewed by others
Notes
Relying on “desires” as a good indicator for respective behaviors instead of analyzing the specific behaviors themselves is owed to the fact that the former is easier to assess, e.g. in a survey.
Unknown is used in a sense of no pre-existing consumption experience by the respective consumer.
A variable concerned with a new product of another brand was not considered because of its very hypothetical character when analyzing fast moving consumer goods. If a product is new to the consumer as long he has no experience with it, a product of a new brand will always be a new product as well.
Index values of the factors went into the analysis. An analysis according to factor values follows.
Normal distribution of the data is not required.
References
Anderson RD, Engledow JL, Becker H (1979) Evaluating the relationships among attitude toward business, product satisfaction, experience, and search effort. J Market Res 16(3):394–400
Angerer T, Foscht T, Swoboda B (2006) Das Kundenalter als Einflussfaktor auf den Erfolg von Kundenbeziehungen im Handel—Analyse direkter und moderierender Effekte im Textileinzelhandel. Jahrbuch Absatz Verbrauchsforschung 52(4):397–417
Baumgartner H, Steenkamp JEM (1996) Exploratory consumer buying behavior, conceptualization and measurement. Int J Res Market 13(2):121–137
Bensaou M, Coyne M, Venkatraman N (1999) Testing metric equivalence in cross-national strategy research: an empirical test across the United States and Japan. Strategic Manage J 20(7):671–689
Bettman JR (1973) Perceived risk and its components: a model and empirical test. J Market Res 10(2):184–190
Blythe J (1999) Innovativeness and newness in high-tech consumer durables. J Product Brand Manage 8(5):415–429
Byrne BM (2001) Structural equation modeling with AMOS: basic concepts, applications, and programming, New Jersey
Cooil B, Keiningham TL, Aksoy L, Hsu M (2007) A longitudinal analysis of customer satisfaction and share of wallet: investigating the moderating effect of customer characteristics. J Market 71(3):67–83
Costa PT, McCrae RR (1994) Stability and change in personality from adolescence through adulthood. In: Halverson CF, Kohnstamm GA, Martin RP (eds) The developing structure of temperament and personality from infancy to adulthood. Hillsdale, NJ, pp 139–155
Cunningham SM (1967) The major dimensions of perceived risk. In: Cox DF (ed) Risk taking and information handling in consumer behavior, Boston
Daghfous N, Petrof JV, Pons F (1999) Values and adoption of innovations: a cross-cultural study. J Consumer Market 16(4):314–331
De Jong MG, Steenkamp JEM, Fox J (2007) Relaxing measurement invariance in cross-national consumer research using a hierarchical IRT model. J Consumer Res 34(2):260–278
Dick AS, Basu K (1994) Customer loyalty: toward an integrated conceptual framework. J Acad Market Sci 22(2):99–113
Dychtwald K, Flower J (1989) Age wave: the challenges and opportunities of an aging America, Los Angeles
Dychtwald K, Gable G (1990) Portrait of a changing consumer. Bus Horizons 33(1):62–73
East R, Wright M, Vanhuele M (2008) Consumer behaviour: applications in marketing, Los Angeles
Ganesh J, Arnold MJ, Reynolds KE (2000) Understanding the customer base of service providers: an examination of the differences between switchers and stayers. J Market 64:65–87
Gilly MC, Zeithaml VA (1985) The elderly consumer and adoption of technologies. J Consumer Res 12(3):353–357
Givon M (1984) Variety seeking through brand switching. Market Sci 3(1):1–22
Glenn ND (1980) Values, attitudes, and beliefs. In: Brim, OG, Kagan J (eds) Constancy and change in human development, Cambridge
Goldsmith RE, Flynn LR, Goldsmith EB (2003) Innovative consumers and market mavens. J Market 11(4):54–64
Hancock GR (1997) Structural equation modeling methods of hypothesis testing of latent variable means. Psychol Behav Sci Collect 30(2):91–105
Hasselmann H, Helm R (2001) Exploratory consumer buying behaviour: how to identify innovator characteristics? In: Marketing transformation: research for the bottom line. Esomar Publication Series, Rome, pp 113–129
Helm R, Landschulze S (2009) Optimal stimulation level theory, exploratory consumer behaviour and product adoption: an analysis of underlying structures across product categories. Rev Manage Sci 3(1):41–73
Helm R, Mark A (2011) Analysis and evaluation of moderator effects in regression models—state of the art, alternatives and empirical examples. Rev Manage Sci (available online) (to appear)
Hong S, Malik ML, Lee M (2003) Testing configural, metric, scalar, and latent mean invariance across genders in sociotropy and autonomy using a non-Western sample. Educ Psychol Measure 63(4):636–654
Jain K, Srinivasan N (1990) An empirical assessment of multiple operationalizations of involvement. Adv Consumer Res 17(1):594–602
Johnson MS, Garbarino E, Sivadas E (2006) Influences of customer differences of loyalty, perceived risk, and category experience on customer satisfaction ratings. Int J Market Res 48(5):601–622
Kim J, Morris JD, Swait J (2008) Antecedents of true brand loyalty. J Advertis 37(2):99–117
Knight M, Mather M (2005) The affective neuroscience of aging and its implications for cognition, University of California, Department of Psychology, Santa Cruz
Lambert-Pandraud R, Laurent G (2010) Why do older consumers buy older brands? The role of attachement and declining innovativeness. J Market 74(2):104–121
Lambert-Pandraud R, Laurent G, Lapersonne E (2005) Repeat purchasing of new automobiles by older consumers: empirical evidence an interpretations. J Market 69(2):97–113
Lastovicka JL, Gardner DM (1979) Components of involvement. In: Maloney JC, Silverman, B (eds) Attitude research plays for high stakes, Chicago
Laurent G, Kapferer J (1985) Measuring consumer involvement profiles. J Market Res 22(1):41–53
Lumpkin JR, Festervand TA (1988) Purchase information sources of the elderly. J Adv Res 27(6):31–43
Lumpkin JR, Greenberg BA (1982) Apparel-shopping patterns of the elderly consumer. J Retail 58(4):68–89
Lumpkin JR, Caballero MJ, Chonko LB (1989) Direct marketing, direct selling and the mature consumer, New York
Mason BJ, Bearden WO (1978) Profiling the shopping behavior of elderly consumers. The Gerontologist 18(5):454–461
Mason K, Bequette J (1998) Product experience and consumer product attribute inference accuracy. J Consumer Market 15(4):343–357
Mather M (2005) A review of decision making processes: weighing the risks and benefits of aging. The National Academies Press, Washington, DC
Mather M, Knight M, McCaffrey M (2005) The allure of the alignable: younger and older adults’ false memories of choice features. J Exp Psychol 134(1):38–51
McAlister L (1982) A dynamic attribute satiation model of variety seeking behavior. J Consumer Res 9(2):141–150
McDonald WJ (1994) Time use in shopping: the role of personal characteristics. J Retail 70(4):345–365
Menon S, Kahn BE (1995) The impact of context on variety seeking in product choices. J Consumer Res 22(3):285–295
Mittal V, Kamakura WA (2001) Satisfaction, repurchase intent, and repurchase behavior: investigating the moderating effect of consumer characteristics. J Market Res 38(1):131–142
Moschis GP (1992) Marketing to older consumers—a handbook of information for strategy development, Westport
Moschis GP (1994) Marketing strategies for the mature market, London
Moschis GP, Nguyen HV (2008) Affluent mature consumers—preference and patronisation for financial services. J Financ Services 13(3):259–267
Muncy JA (1996) Measuring perceived brand parity. Adv Consumer Res 23(1):411–417
Netemeyer RG, Boles JS, McKee DO, McMurrian R (1997) An investigation into the antecedents of organizational citizenship behaviors in a personal selling context. J Market 61(3):85–98
Otis LP (1984) Factors influencing the willingness to taste unusual foods. Psychol Rep 54(3):739–745
Podsakoff PM, Organ DW (1986) Self-reports in organizational research: problems and prospects. J Manage 12:531–544
Podsakoff PM, MacKenzie SB, Lee JY, Podsakoff NP (2003) Common method biases in behavioral research: a critical review of the literature and recommended remedies. J Appl Psychol 88:879–903
Raju PS (1980) Optimum stimulation level: its relationship to personality, demographics, and exploratory behavior. J Consumer Res 7(3):272–282
Reynolds FD, Rentz JO (1981) Cohort analysis: an aid to strategic planning. J Market 45:355–360
Rice J (1995) Mathematical statistics and data analysis, 2nd edn, Belmont
Richardson HA, Simmering MJ, Sturman MC (2009) A tale of three perspectives. Organ Res Methods 12:762–800
Rogers EM (2003) Diffusions of innovations, 5th edn, New York
Roselius R (1971) Consumer rankings of risk reduction methods. J Market 35(1):56–61
Schaie WK, Willis SL (1991) Adult personality and psychomotor performance—cross-sectional and longitudinal analysis. J Gerontol Psychol Sci 46(6):275–284
Schiffman LG, Kanuk LL (2007) Consumer behavior, 9th edn, Upper Saddle River
Silman R, Poustie R (1994) What they eat, buy, read and watch. Admap, pp 25–28
Simcock P, Sudbury L, Wright G (2006) Age, perceived risk and satisfaction in consumer decision making: a review and extension. J Market Manage 22(3–4):355–377
Simonson I (1990) The effect of purchase quantity and timing on variety seeking behavior. J Market Res 27(2):150–162
Simonson I, Winer RS (1992) The influence of purchase quantity and display format on consumer preference for variety. J Consumer Res 19(1):133–138
Sloan KS (1994) Older consumers: the new majority. Credit World 82, 28–30
Smith RB (1991) The influence of information sources on brand loyalty and consumer sex roles of elderly. In: Holmes RH, Solomon MR (eds) AiCR, vol 18, pp 673–680
Steenkamp JEM, Baumgartner H (1992) The role of optimum stimulation level in exploratory consumer behavior. J Consumer Res 19(3):434–448
Steenkamp JEM, Burgess PPM (2002) Optimum stimulation level an exploratory consumer behavior in an emerging consumer market. Int J Res Market 19(2):131–150
Szmigin I, Carrigan M (2000) The older consumer as innovator: does cognitive age hold the key? J Market Manage 16(5):505–527
Tongren HN (1988) Determinant behavior characteristics of older consumers. J Consumer Affairs 22(1):136–157
Tréguer J (2002) 50+ Marketing—marketing, communication and selling to the over 50s generations, New York
Uncles MD, Ehrenberg APPC (1990) Brand choice among older consumers. J Advertis Res 30(4):19–22
van Trijp HCM (1994) Product-related determinants of variety-seeking behavior for foods. Appetite 22:1–10
van Trijp HCM, Steenkamp JEM (1992) Consumer’s variety seeking tendency with respect to foods: measurement and managerial implications. Eur Rev Agric Econ 19(2):181–195
van Trijp HCM, Hoyer WD, Inman JJ (1996) Why switch? Product-category explanations for true variety-seeking behavior. J Market Res 33(3):281–292
Wei S (2005) Consumers’ demographic characteristics, cognitive ages, and innovativeness. Adv Consumer Res 32(1):633–640
West SG, Finch JF, Curran PJ (1995) Structural equation models with nonnormal variables: problems and remedies. In: Hoyle RH (ed) Structural equation modeling: concepts, issues, and applications, Thousand Oaks
Yeung RMW, Morris J (2006) An empirical study of the impact of consumer perceived risk on purchase likelihood: a modelling approach. Int J Consumer Stud 30(3):294–305
Yin P, Fan X (2003) Assessing the factor structure invariance of self-concept measurement across ethnic and gender groups: findings from a national sample. Educ Psychol Measure 63(2):296–318
Acknowledgments
We are grateful for financial support from Unilever, Hamburg, and from the Stifterverband für die Deutsche Wissenschaft e.V.
Author information
Authors and Affiliations
Corresponding author
Appendix
Appendix
See Table 9.
Rights and permissions
About this article
Cite this article
Helm, R., Landschulze, S. How does consumer age affect the desire for new products and brands? A multi-group causal analysis. Rev Manag Sci 7, 29–59 (2013). https://doi.org/10.1007/s11846-011-0072-7
Received:
Accepted:
Published:
Issue Date:
DOI: https://doi.org/10.1007/s11846-011-0072-7
Keywords
- Optimal stimulation theory
- Consumer behavior
- Exploratory behavior
- Adoption
- New products
- Older consumers
- Age effects