A Socialization Perspective on Selected Consumer Characteristics of the Elderly

Abstract

This study examines the effects of selected antecedent variables and communication processes on the consumer behavior of the elderly. The socialization perspective is suggested as a conceptual framework for the study of elderly consumer behavior, with specific theories used as bases for formulating hypotheses. The study results suggest that the mass media and the family may be instrumental in reinforcing or developing traditional sex‐role stereotypes among the elderly, whereas consumer education may help them filter puffery in advertisements. Age, sex and health were also related to various aspects of consumer behavior.