Age, Sex, and Attitude toward the past as Predictors of Consumers’ Aesthetic Tastes for Cultural Products:

Published on Aug 1, 1994in Journal of Marketing Research
· DOI :10.1177/002224379403100309
Morris B. Holbrook74
Estimated H-index: 74
(Columbia University),
Robert M. Schindler35
Estimated H-index: 35
(RU: Rutgers University)
New data pertaining to tastes for popular culture support and extend the previous finding that consumers tend to form enduring preferences during a sensitive period in their lives. A psychographic measure of the consumer's attitude toward the past is shown to moderate this tendency, and differences between male and female respondents suggest that the experience of strong positive feelings plays a causal role. These findings can guide the marketer in designing aesthetic aspects of products or promotional stimuli and may increase the practicality of using cohort analysis for predictions of consumer demand.
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