Remember Less, or Needing Less? Age-related differences in the purchase funnel

Simple item page
dc.citation.issue2
dc.citation.volume35
dc.contributor.authorMecredy P
dc.contributor.authorWright M
dc.contributor.authorFeetham P
dc.contributor.authorStern P
dc.date.accessioned2024-07-12T01:21:12Z
dc.date.available2024-07-12T01:21:12Z
dc.date.issued2024-06-30
dc.description.abstractThis study explores how age influences the stages of the brand purchase funnel (awareness, consideration, and purchase) and the mechanisms associated with any age-related differences. Aggregated analysis of survey data (n=1,862) across five markets and four age groups shows a reduction in the proportion of brands recognised that subsequently enter the consideration and purchase sets of older consumers. Subsequent individual-level GLS regression analysis using age as a continuous variable reveals an inverse-U shape for brand recognition and in some cases for brand recall and consideration. Peak cognitive performance occurs at age 56. There is a linear decline for purchase set size across age. Therefore, age-related differences in brand awareness and consideration, and the mechanisms driving these changes, do not greatly impact age-related increases in loyalty. Instead, findings suggest age-related increases in loyalty result from a combination of accumulated experience, development of purchase habits and declining category purchase rates.
dc.description.confidentialfalse
dc.edition.editionJune 2024
dc.format.pagination171-186
dc.identifier.citationMecredy P, Wright M, Feetham P, Stern P. (2024). Remembering less, or needing less? Age-related differences in the purchase funnel. Marketing Letters. 35. 2. (pp. 171-186).
dc.identifier.doi10.1007/s11002-023-09681-8
dc.identifier.eissn1573-059X
dc.identifier.elements-typejournal-article
dc.identifier.issn0923-0645
dc.identifier.urihttps://mro.massey.ac.nz/handle/10179/70163
dc.languageEnglish
dc.publisherSpringer Nature
dc.publisher.urihttps://link.springer.com/article/10.1007/s11002-023-09681-8
dc.relation.isPartOfMarketing Letters
dc.rights(c) 2023 The Author/s
dc.rightsCC BY 4.0
dc.rights.urihttps://creativecommons.org/licenses/by/4.0/
dc.subjectolder consumers
dc.subjectage
dc.subjectbrand loyalty
dc.subjectbrand purchase funnel
dc.titleRemember Less, or Needing Less? Age-related differences in the purchase funnel
dc.typeJournal article
pubs.elements-id461520
pubs.organisational-groupOther
Files
Original bundle
Now showing 1 - 2 of 2
Thumbnail Image
Name:
Published version.pdf
Size:
654.33 KB
Format:
Adobe Portable Document Format
Description:
461520 PDF.pdf
Download
Thumbnail Image
Name:
Evidence.docx
Size:
42.57 KB
Format:
Microsoft Word XML
Description:
11002_2023_9681_MOESM1_ESM.docx
Download
License bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
license.txt
Size:
9.22 KB
Format:
Plain Text
Description:
Download
Collections
Journal Articles