Ageing Consumers: Reconceptualising Perceptions of Old Age in Marketing and Management
细分领域
Novel definitions and/or frameworks for ageing consumers and the multi-dimensionality of ageing
Critical appraisal of current literature on ageing consumers in the marketplace
Considerations of divergences in the lifestyle trajectories of ageing consumers
Exploring the “heterogeneity” and lived experiences of older consumers
Contrasting lived experiences between different generations of consumers
The expansion of focus from biomedical functioning to individual meaning-making
The meaning of being an ageing consumer in different cultures
Macro-perspectives on ageing
Exploring under-researched and ‘lighter’ sides to ageing such as creativity, dating, sexuality, and lifestyle
Breaking long established stereotypes relating to older people and their relationship with technology
Investigating the ageism embedded within services
Using the customer journey/customer experience to understand intricacies in consumption behaviour
Intersectional perspectives on ageing (e.g., gender, race, class etc.)
Explorations of older people’s involvement in consumption activities typically associated with younger people (e.g., “Graffiti Grandmas”, “Grey-Pop Senior Influencers”)
Investigations of marketing management approaches to older consumer markets by practitioners
