When Feeling Younger Depends on Others: The Effects of Social Cues on Older Consumers
Abstract
How do social cues in the immediate environment affect older consumers’ tendency to feel younger? And what is the impact of this tendency on consumption? This research investigates the malleability of older consumers’ feel-age and the underlying mechanisms by focusing on the influence of contextual social cues and the downstream effects on consumption behavior. Five studies provide evidence that the mere presence of young social cues triggers an...
Paper Details
Title
When Feeling Younger Depends on Others: The Effects of Social Cues on Older Consumers
Published Date
Apr 24, 2018
Journal
Volume
45
Issue
4
Pages
691 - 709
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