Review of Managerial Science

, Volume 7, Issue 1, pp 29–59 | Cite as

How does consumer age affect the desire for new products and brands? A multi-group causal analysis

  • Roland Helm
  • Sebastian Landschulze
Original Paper


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.


Optimal stimulation theory Consumer behavior Exploratory behavior Adoption New products Older consumers Age effects 

JEL classification

M30 M31 J14 C31 



We are grateful for financial support from Unilever, Hamburg, and from the Stifterverband für die Deutsche Wissenschaft e.V.


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Copyright information

© Springer-Verlag 2011

Authors and Affiliations

  1. 1.University of RegensburgRegensburgGermany

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