Age Differences in Information Processing: Understanding Deficits in Young and Elderly Consumers

Abstract

Limitations in the information-processing abilities of young and elderly consumers have generated considerable interest among consumer researchers, marketing practitioners, and government regulators. Most of the research in this area has concentrated on finding which types of deficits characterize both age groups. Little attention has been given to the possibility that the occurrence of these processing deficits may be dependent on task conditions. This article proposes to provide a better understanding of the difficulties experienced by young and elderly consumers by describing the basic processing deficits that characterize these age groups and identifying the task factors likely to affect the severity of these deficits. The article also relates these findings to theoretical, methodological, and managerial issues involved in studying and reacting to the difficulties faced by young and elderly consumers.