Some Advertising Influences on the Elderly Consumer: Implications for Theoretical Consideration

Theoretical perspectives relating to the behavior of the elderly in general and their communication behavior in particular are presented, available empirical research in the area is reviewed and interpreted in the context of these theories, and from these bases hypotheses are derived. Findings suggest that aging and exposure to mass media advertising may affect several aspects of the consumer behavior of the elderly and that certain theoretical frameworks may be useful for future research in the area. Implications of the study findings are discussed.