Why Do Responses to Age‐Based Marketing Stimuli Differ? The Influence of Retirees’ Group Identification and Changing Consumption Patterns

This study analyzes how retired consumers respond to age‐based marketing stimuli using survey data from 236 retirees over the age of 60 years. Specifically, it investigates the factors that influence retirees’ intentions to use senior discounts and intentions to accept exclusive offers for seniors (e.g., educational classes for seniors), as well as their evaluation of age‐related labels (e.g., “60+”). The results show that retirees who identify more strongly with other retirees and who generally change their consumption patterns following retirement are more likely to respond positively to age‐based marketing stimuli. Additionally, the data suggest that cognitive age negatively moderates the role of retirees’ identification with other retirees in terms of their responses to age‐based marketing stimuli. However, the influence of these variables differs significantly across the types of stimuli considered. The findings help to explain ambiguities in previous studies that did not consider differences among mature consumers beyond age and age‐group membership or among the types of stimuli. The implications of these findings with respect to effective marketing to retired consumers are discussed.     

Retirement and transition phenomena in the family purchase process

Research is needed on the family purchase process of retirement‐age couples, because 78 million baby boomers are rapidly approaching retirement age. Both boomers and the retirement‐age couples in this study present special opportunities to marketers through new roles adopted in retirement. This study reports on perceptions of family purchase process participation among retirement‐age couples. Results indicate that transition retirees' family purchase process participation differs from that of post‐transition retirees. This finding has managerial implications for marketers wishing to serve desirable segments of current and future retirement‐age consumers. © 2007 Wiley Periodicals, Inc.     

Consumer bankruptcy in Utah (USA): who files and why?

This study examined consumer debtors who filed for bankruptcy and their reasons for filing in Utah, the U.S. state that ranked first in household filing rate in 2002–2004 and consistently ranks in the top ten of the 50 states. The purpose of the study was to determine the demographic characteristics of debtors and reasons for filing. Data were collected during 2004–2005 via survey from 508 debtors. The debtors reported employment problems, medical expenses, divorce or other family problems, as well as trouble managing their finances and overuse of credit cards. More than half of the debtors owed medical providers. Debtors were more likely to report a reduction in income than job loss. Self‐employed persons were over represented. Respondent debtors are less educated, less likely to be married and less likely to own a home compared with Utahns and other Americans. Contrary to expectations, debtor households were smaller than the state average, which may be due to the young age of debtors. Results suggest that in order to reduce the bankruptcy rate in Utah, consumer educators should target renters, adults with less than a college education, divorcing persons and small business owners. Utah's mandate for a personal finance graduation requirement should be implemented early in the secondary school curriculum.     

Ageing,retirement and pension reforms

The gist of this paper is that the financial problems of pensions arise not only from the ageing of the population but also from the progressive reduction of the retirement age. It shows that social security systems explain in part such a reduction and indicates why reforms encounter so many political obstacles even though they would benefit most retirees, particularly those with few resources.     

Financing Retirement: The Private Sector

Since 1980, there has been a rapid shift from employerbased, defined benefit pensions to employee-controlled personal retirement accounts. This paper documents the shift and explores the conventional wisdom that this shift increases risk for retirees and will result in lower accumulation of retirement assets. In particular, it focuses on personal retirement accounts and considers the options available for retirees to contain risk and assess the likely outcomes over alternative options, including life cycle allocations. It concludes that personal retirement accounts are likely to lead to higher retirement accumulations that are also less risky than would be the case under defined benefit plans. JEL Classification G23     

Pension Freedom Day in the United Kingdom: Early evaluation of consumer response

Understanding decumulation decisions in retirement is an important component of public policy that influences pension regulations in aging societies. This research examined a recent, substantial change to pension regulation in the United Kingdom: the newly established flexibility to obtain a lump‐sum payout from personal or occupational pension savings. Conducting an online survey of individual’s eligible to take advantage of the Pension Freedom regulation, we find that almost half of study participants plan to obtain a lump‐sum payout, on average £33,741, intending it for an average of three different investments or purchases. The decision to obtain a lump‐sum withdrawal was related to better knowledge of the new regulation. It was also more likely among older respondents and those not worried about a decline in standard of living during retirement. Dispositional measures did not affect the lump‐sum decision. Close to one‐third of study participants still planned to invest retirement savings into an annuity, especially those who retire at a later age, have concerns about care costs and worry about decline in standard of living in retirement. Comments about the changes to pension regulation were slightly more positive than negative. From our analysis of the effect of the Pension Freedom regulation on savings decumulation decisions, we conclude that the new Pension Freedom regulations do meet consumer demands, and demonstrate that pension knowledge and retirement expectations, in particular, influence consumer evaluations. We further conclude that annuity investments continue to play a role for older adults in the United Kingdom, especially for those concerned about meeting financial needs during retirement.     

The effect of age on shopping orientation—choice orientation types of the ageing shoppers

Traditionally, ageing consumers have been considered and treated as a rather homogeneous group. The appropriateness of this way of conduct is increasingly challenged when the baby-boom generation is reaching the retirement age. In the near future, 55+ consumers will be the dominant consumer segment in Western societies. Therefore, retailers should be more aware of the heterogeneous needs and wants of the “new old”. In the current study, six segments of ageing (55–75 years old) consumers were formed based on choice orientation in the specialty retailing context. The findings were compared to those obtained using the sample of younger (18–54 years old) consumers. The study was based on the household survey collected in Helsinki metropolitan area in 2009. The results indicate that the ageing market is formed of different consumer types which are rather similar to those found among younger age cohorts.     

Das Rentenpaket 2014 — eine ökonomische Beurteilung

The 2014 pension reform has three main components. First disability pensions have been increased by about two earnings points, an average monthly gain of 40 euros. In addition low wages in the four years preceding disability-related retirement will now be disregarded. However, since these new rules only apply to retirement after July 2014 they fail to fight poverty among current disability-related retirees. Second an additional credit for all births before 1992 (“mothers’ pension”) is extremely costly and unnecessary. Poverty prevention is weak due to a strict income test in the welfare system for the elderly. Third early retirement at age 63 without actuarial adjustment has been reintroduced This is a costly measure with negative effects on both equality and efficiency. The additional child credit and early retirement provisions reduce the financial and social sustainability of the German public pension system.     

Marketing retirement—or staying on the job

Financial packages provide the most common incentive to meet the legal requirement that retirement be voluntary. However, managers have other tools to encourage retirement or encourage staying on the job—within legal constraints and consistent with current health insurance changes that may make pre-65 retirement more desirable. In using these tools, managers must consider demographic realities that offer a large cohort available to replace retirees. To assist managers, a qualitative study among human resource experts probed how companies decide between encouraging retirement and encouraging staying on the job and also how each is accomplished to maintain a workforce best matched to job requirements. Suggestions for marketing retirement include starting early to encourage saving so that employees can afford to retire and improving the retirement ‘product’ by flexible alternatives to full-time work, including self-employment. Suggestions for keeping employees on the job include tailoring schedules and rewards to the preferences and needs of individuals who might otherwise retire.     

Saving behaviours: first wave baby boomers

The combination of lower saving rates in the 1980s, high consumer debt, and the impact of the baby boomer generation moving into retirement in an uncertain economic environment creates increasing concern for the financial state of the American household. This study explored the saving behaviours of baby boomers. The family management-systems model was used as the framework for the study. Research questions included whether saving behaviours were related to income, education and presence of dependent children. Data are from the 1983 National Survey of Consumer Finances. The 1980s represent a decade critical to first wave baby boomers and their continued influence on American society. A study of their saving behaviours provides information necessary to help plan for their future needs. Frequency counts and cross-tabulations of demographic data provide a profile of saving behaviours and attitudes toward risk and liquidity. Marital status and presence of children were significantly related to reasons for savings. Income, marital status, education and presence of children indicated a significant effect on net worth and attitude towards risk. Income and presence of children affected attitude towards liquidity. Income level was the strongest predictor of net worth as a measure of saving behaviours.     

When the going gets tough,do the tough go shopping?

This study examines the impacts of consumer confidence on stockpiling behavior and, subsequently, retail inventory management. We show how stockpiling behavior evolved during the “Great Recession” of 2008–2009 as consumer confidence waned and demonstrate the impact of this development on inventory management. Drawing on the two-segment household inventory theory consisting of nonstockpiling and stockpiling segments, we use a panel dataset (2005–2015) to calibrate household inventory holdings. This dataset then serves as input for a retailer-level case study. Our empirical analysis reveals significant impacts from changing stockpiling behavior. When consumer confidence is low, both stockpiling and nonstockpiling segments respond by reducing weekly consumption rates; however, the stockpiling segment also significantly lengthens the time between shopping trips, and ultimately increases the duration of inventory holdings. These changes to consumption and stockpiling add complexity to inventory planning, requiring retailers to carefully adjust inventory levels to maintain service levels.     

Determinants of environmentally responsible behaviours for greenhouse gas reduction

Canadian household consumption and driving behaviours are responsible for a significant portion of greenhouse gas (GHG) emissions produced across Canada. This paper examines and characterizes two sets of consumer behaviours, indoor GHG reduction behaviours and automobile GHG emissions, using data from a 2006 telephone survey of a representative random sample of 1002 Canadian households with cars. Two statistical models are used to analyse the impact of four groups of variables (environmental attitudes, policy opinions, automobile‐related indices and socio‐demographics) on GHG reduction at the household level. Results were obtained using ordered probit and Ordinary Least Squares regressions. Indoor GHG reduction behaviours were not correlated with automobile GHG emissions. Dominant factors increasing consumer GHG reduction behaviours both indoors and on the road were sense of personal responsibility and previous environmental activism. Canadians who least actively participate in GHG reduction activities were more likely to be living in the Prairie provinces and to be male.     

Consumer Research and Programs for the Elderly—The Forgotten Dimension

Older Americans are the most victimized and disadvantaged group in the marketplace, yet few consumer research, education, and action programs have focused on their needs and concerns. This study, by attempting to summarize existing knowledge of the consumer problems and needs of older persons, reveals the lack of reliable data and research. The study also suggests that inflation has a far worse impact upon the elderly than previously thought, affecting not only their retirement financial condition but also their psychological and social condition. The study concludes that traditional consumer education programs focusing only upon persons' poverty of means will be ineffective unless they include an additional focus on the poverty of meaning in the lives of older consumers.     

A Behavioral Life-Cycle Approach to Understanding the Wealth Effect

The somewhat surprising strength in consumer spending in recent years has focused renewed attention on the much-debated wealth effect, the notion that when individuals feel wealthier, they consume more. This study utilizes survey data to examine the wealth effect within the context of the behavioral life-cycle model of savings. The results indicate that the likelihood of households spending more when their assets increase in value decreases with the portion of assets held in home equity. This unexpected finding is due to homeowners responding to the perceived wealth gain from increased home values by cashing out their equity. The likelihood increases with the portion of assets held in stock outside of retirement accounts, but is not significantly related to the portion of assets held in stock overall. Moreover, households that have a full-time income earner, are homeowners, have more education, have a younger household head, or expect economic growth, are more likely to report a wealth effect. Households that utilize savings “rules of thumb” are less likely to report a wealth effect. These results can be used to improve the wealth effect specification in consumer demand models and assist firms to target consumer markets.     

Hidden costs of consumption

Consumers often underestimate the costs resulting from their consumer decisions. This is especially the case when purchasing durable consumer goods, but also for recreational activities, for which e.g. athletic equipment is bought. A similar situation exists when pets are kept. This disregard for the costs of subsequent use connected with the purchase of household appliances is problematic for consumers. In a study on the usage life of consumer goods¹ in the household, it was recognized that many consumers do not pay attention to these subsequent costs. The decisive consumer problem was not the durability of consumer goods, nor their tendency to become defective, but the resulting costs of the purchase, the operating costs of household appliances. On one hand, the working expenses are not considered at the time of purchase and their effect is not included in the purchase decision. On the other, the operating costs vary greatly, depending on the chosen type and model of appliance and, of course, on the specific form of utilization. In this paper, the question of the durability of consumer goods is first discussed with the help of empirical work. Then the hidden resulting costs, i.e. operating costs or costs of usage of consumer goods, are described. The resulting costs of keeping pets are also discussed. In the final part, the question of objective help for the consumer making purchase decisions is discussed.     

Consumer Preferences and Willingness to Pay for Bundled Fresh Produce Claims at Farmers’ Markets

This study uses a conditional logit with systematically varying parameters model to analyze consumer survey data collected at farmers’ markets in Utah. The purpose of this study is to examine consumption preferences and willingness to pay for differentiated fresh produce among farmers’ market shoppers in Utah. Three primary differentiating claims, namely conventionally grown of unknown origin, conventionally grown local (in-state), and organically grown of unknown origin, are investigated. Results indicate that consumer preferences and willingness to pay are higher for the conventionally grown local origin claim, emphasizing the importance of local origin labeling for directed marketed fresh produce. This claim was especially preferred among frequent farmers’ market shoppers and those who spend above average. Those who receive WIC and/or food stamp benefits show lower preferences for fresh produce. The shoppers are significantly sensitive to price increases. This study implies that marketing strategies and policy regulations aiming at promoting local, organic, labeling, and reinforcing repeated farmers’ market customers can positively impact purchasing preferences and willingness to pay for production-method-based and origin labeled products.     

Consumer Risk Perception Profiles Regarding Recombinant Bovine Growth Hormone (rbGH)

This study examines individual differences in risk perception typologies, specifically for recombinant bovine growth hormone (rbGH). Results indicate diverse consumer profiles across risk perception categories. Awareness of rbGH is significantly affected by education and ethnicity. Risk perceptions concerning rbGH are significantly affected by age, gender, and education. Self-protective behavior is significantly affected by household size and identification with environmental groups. Identifying and understanding these profiles would enable risk communicators to design more effective risk communication strategies.     

Adoption of Online Grocery Shopping: Personal or Household Characteristics?

This article analyzes how sociodemographic characteristics impact the adoption of online grocery shopping, and relies on the Motivation-Opportunity-Ability (MOA) model to explore what these sociodemographics actually capture and how they are linked with consumer motivations. The researchers exploit a survey among 468 customers of Belgian supermarket chain Colruyt. Their logistic regression shows that while variables at the personal level do affect adoption of the online channel, consumers’ motivations to adopt in fact lie on the household level. In particular, the effect of age disappears or becomes less strong when it is combined with household characteristics. An examination of respondents’ self-reported motivations confirms that age does not only capture a person’s ability to use the technology but also its usefulness for that person’s household, in that age is correlated with the presence of young children and the working situation in the household.     

Cognitive Ability and the Stock Reallocations of Retirees during the Great Recession

Retirees are increasingly responsible for managing their retirement savings. The ability to manage these assets efficiently can have an important impact on retirement well‐being. Lower levels of cognitive ability in old age can reduce an investor's ability to control emotional responses to a loss. Greater sensitivity to loss may increase preferences for safety following a market decline, resulting in allocations away from stocks that are associated with long‐term underperformance. We investigate whether cognitive ability is related to stock reallocations among retirees during the Great Recession. Using the Health and Retirement Study, we find that cognitive ability is negatively related to allocations away from stock. Compared to those with the lowest levels of cognitive ability, respondents with higher cognitive ability are 40% less likely to reduce their stock allocation by 50% or more. These results suggest that the quality of investment decisions in old age may be compromised by cognitive decline.     

Determinants of household expected real income growth in the U.S.A.

This study explores factors related to household income growth in a two-period timeframe. using data from the 1983 and I986 Survey of Consumer Finances. Regression results explain 81% of the variation in household income. Household income in the first period, age, marital status, education, job status and occupation were found to be important determinants of various levels of household real income growth. Implications for consumer education, financial planning, family economics and welfare policy are discussed.