Smashing old stereotypes of 50‐plus America
- 1 August 1997
- journal article
- research article
- Published by Emerald Publishing in Journal of Consumer Marketing
- Vol. 14 (4) , 303-309
- https://doi.org/10.1108/07363769710188554
Abstract
Highlights the fact that most marketing efforts are still aimed at consumers aged under 50, though those older than this comprise one‐third of the adult US market. Reports on research that aimed to define the 50‐plus market in terms of major life events, suggesting that these influence how individuals approach the marketplace. Outlines seven distinct consumer profiles.Keywords
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