Yannopoulou, Natalia, Manika, Danae, Chandrasapth, Koblarp et al. (2 more authors) (2023) What We Do Know and Don’t Know about Marketing Communications on Mature Consumers. European Journal of Marketing. pp. 1969-1995. ISSN 0309-0566
Abstract
Given the increased significance and rapid growth of an ageing population, this review paper (1) defines the mature consumer segment chronologically to resolve definitional inconsistencies found in prior marketing communications literature, (2) identifies the current state of the marketing communications field in terms of mature consumer research, and (3) highlights future research directions on mature consumers for marketing communications academics and practitioners. A synthesis of existing marketing communication research on mature consumers (those aged 50+), published in top-tier journals since 1972, is provided. 106 papers were identified in 21 marketing journals. Three existing research themes were identified: market segmentation of mature consumers [we ground this theme in three interrelated facets: chronological age, health (physical and neurological) and self-perception of age (also referred to as cognitive age)]; attitudes and behaviours of mature consumers; and marketing to mature consumers. We also propose several future research themes: further definition of mature consumers and widening the scope of examination; segmenting mature consumers to account for heterogeneity; information processing of mature consumers cannot use a one-size-fits-all approach; the influence of marketing mix elements on mature consumers; and alternative methodologies to better understand mature consumers. Recognising the heterogeneity within the chronologically-based mature consumer segment, we propose an extended mature consumer definition which includes biological, psychological and social dimensions, as well as life events and life circumstances, rather than biological age alone. In practical terms, understanding information processing of mature consumers cannot use a one-size-fits-all approach and marketing mix elements may affect behaviour differently within this segment. This will require alternative methodologies to understand these processes fully. This synthesis of mature consumers research within the marketing communications field provides key research questions for future research to better understand this market segment and its implications for marketing communications, theory development and practice.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | This is an author-produced version of the published paper. Uploaded in accordance with the publisher’s self-archiving policy. Further copying may not be permitted; contact the publisher for details |
Dates: |
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Institution: | The University of York |
Academic Units: | The University of York > Faculty of Social Sciences (York) > The York Management School |
Depositing User: | Pure (York) |
Date Deposited: | 28 Mar 2023 10:40 |
Last Modified: | 30 Jan 2025 00:09 |
Published Version: | https://doi.org/10.1108/EJM-12-2020-0906 |
Status: | Published |
Refereed: | Yes |
Identification Number: | 10.1108/EJM-12-2020-0906 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:197775 |
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