Abstract
This paper examines seniors' perceptions and usage of technologically advanced products and services. The authors present a succinct review of relevant literature and past research findings pertaining to this area and discuss several factors which may be useful to marketing strategists in understanding seniors’ use or non-use of technology. The authors discuss the effects of knowledge base, perceived abilities, memory control processes, and physiological changes upon seniors’ perceptions of and behavior toward certain technologically sophisticated products and services. Throughout the paper, the authors advance priorities for future research in this area.
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Showers, L.S., Showers, V.E., Singley, R.B. (2015). Senior Consumers and Technology: New Directions for Research. In: Crittenden, V.L. (eds) Proceedings of the 1992 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13248-8_17
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