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com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License
Received: 27 August 2021 Revised: 9 May 2022 Accepted: 16 May 2022
DOI: 10.1111/ijcs.12830

REVIEW PAPER

Elderly consumers in marketing research: A systematic

literature review and directions for future research

Hanna Berg1 | Karina T. Liljedal1,2

1
Center for Consumer Marketing, Stockholm
School of Economics, Stockholm, Sweden Abstract
2
Center for Retailing, Stockholm School of This paper reports a theme-based structured systematic literature review of the
Economics, Stockholm, Sweden
growing body of marketing research about elderly consumers. By synthesizing, expli-
Correspondence cating, and relating this research, the paper offers a structured view of the past and
Hanna Berg, Center for Consumer Marketing,
present state of the research field and integrates it into a theoretical framework. The
Stockholm School of Economics, Box 6501,
Stockholm SE-113 83, Sweden. literature review was based on 209 marketing research articles published from the
Email: [email protected]
early 1970s to 2021. It identified 13 research topics, which were subsequently
Funding information grouped into three themes: (1) describing and defining the elderly market segment,
This research was supported by The Swedish
(2) age changes and the elderly consumer, and (3) marketing responses of elderly con-
Retail and Wholesale Council and Jan
Wallanders och Tom Hedelius stiftelse sumers. Based on these themes, the paper presents a theoretical framework and pro-
vides directions for future marketing research on elderly consumers. The systematic
literature review thus provides clarity to a wide and interdisciplinary research field,
facilitating its continued growth.

KEYWORDS
consumer aging, elderly consumers, marketing research, systematic literature review

1 | I N T RO DU CT I O N Sternthal, 1977) of elderly consumers, as well as the methodologi-

cal and theoretical issues surrounding research about elderly con-
Elderly consumers have been a topic of marketing research since at sumers (Moschis, 2012). Other previous literature reviews were
least the 1970s (Mason & Smith, 1974; Phillips & Sternthal, 1977). comprehensive, but published several decades ago (Moschis, 1994;
Since then, there has been a moderately sized but continuous stream Tongren, 1988).
of marketing research on elderly consumers. Many researchers in this These previous literature reviews differ from the present paper in
field have noted that elderly consumers now constitute a larger share several ways. First, in this literature review we include some research
of all consumers than ever before due to the rapidly aging populations topics that have been omitted in previous literature reviews, such as
in many countries (Guido et al., 2021; Sudbury-Riley et al., 2015; how elderly consumers respond to various aspects of marketing,
Tootelian & Varshney, 2010). This literature is, however, fragmented including advertising, retailing, and sustainability. Additionally, we aim
and interdisciplinary, and there is a need for a comprehensive and cur- to provide a current and comprehensive overview of the past and pre-
rent literature review to clarify the past and present state of the sent marketing research about elderly consumers. This is needed due
research. It is precisely this gap which we aim to fill with this paper. to the rapid growth of both the elderly consumer group and the mar-
There have been some notable previous literature reviews concerning keting research literature that has studied it. In fact, according to data
elderly consumers, but most of these have focused on specific from the United Nations (2019) World Population Prospects, by
research topics, such as the decision making (Yoon et al., 2005, 2009) 2050, one in four persons living in Europe and North America could
and information processing (John & Cole, 1986; Phillips & be aged 65 or older. On average, elderly consumers have relatively

This is an open access article under the terms of the Creative Commons Attribution License, which permits use, distribution and reproduction in any medium,
provided the original work is properly cited.
© 2022 The Authors. International Journal of Consumer Studies published by John Wiley & Sons Ltd.

1640 wileyonlinelibrary.com/journal/ijcs Int J Consum Stud. 2022;46:1640–1664.

 14706431, 2022, 5, Downloaded from https://onlinelibrary.wiley.com/doi/10.1111/ijcs.12830, Wiley Online Library on [17/12/2022]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License
BERG AND LILJEDAL 1641

large disposable incomes and many of them are active consumers with of marketing research that has studied elderly consumers, our aim
plenty of free time (Sudbury & Simcock, 2009; Swimberghe with this literature review is to provide an understanding of this com-
et al., 2018). For example, the UN estimated already in 2008 that plex body of literature. To this end, themes were used as a means of
roughly half of all the discretionary income in the U.S. was earned by analysis instead of, for example, effect sizes, which are sometimes
people over the age of 65 (Swimberghe et al., 2018; United used in other systematic reviews or meta-analyses (Snyder, 2019;
Nations, 2008), Elderly consumers also control a large part of the fam- Wong et al., 2013). In a thematic literature review, the themes can be
ily financial stock and hold high purchasing power (Asebedo, Seay, a way of linking together many studies on different topics or domains,
et al., 2019; Asebedo, Wilmarth, et al., 2019). Unsurprisingly, the to reinterpret findings and contributions, or to connect previously dis-
growth and importance of this consumer group has inspired an parate studies or research fields (Baumeister & Leary, 1997; Paul &
increase in the marketing research articles focusing on elderly Criado, 2020). This allows for summarizing and explicating the litera-
consumers. ture, as well as relating different parts of the literature by integrating
We use a theme-based approach (Paul & Criado, 2020; them into categories or themes, by identifying patterns and key
Snyder, 2019) to a structured systematic literature review and focus underlying properties (MacInnis, 2011). In line with previous system-
on the peer-reviewed articles that constitute the basis of the market- atic literature reviews on other marketing topics, such as omnichannel
ing research domain. By synthesizing, explicating, and relating this retailing (Mishra et al., 2021) and social media influencer marketing
research, new insights about the research field are provided (Vrontis et al., 2021), we also propose a framework and suggest direc-
(Baumeister & Leary, 1997; MacInnis, 2011; Palmatier et al., 2018). tions for future research based on our thematic analysis. Our review
Specifically, we have identified three themes in our systematic litera- can thus be categorized as what Paul and Criado (2020) describes as a
ture review: (1) describing and defining the elderly consumer group, review aiming for model/framework development (p. 2). Such frame-
(2) age changes and the elderly consumers, and (3) marketing works are typically either derived based on the reviewed research
responses of elderly consumers. These themes in turn encompass literature or an established template for frameworks such as the
13 specific research topics. Based on the three themes and the ADO (Antecedents, Decisions and Outcome) framework (Paul &
research topics encompassed in them, we propose a framework and Benito, 2018; Paul & Criado, 2020). For the purpose of our literature
directions for future research, thereby aiming to contribute to the review, developing a new framework based on the themes available in
future growth of this important and timely research area (Paul & the marketing research literature on elderly consumers was deemed
Criado, 2020). This paper thus adds to marketing research by provid- necessary to better structure and present the rich and varied research
ing a comprehensive and structured overview of the five decades of (in line with e.g., Rebouças & Soares, 2021; White et al., 2019).
marketing research on elderly consumers to date, from the 1970s to
the present.
The remainder of the paper is organized as follows. The next 2.1 | Selection of journals and articles
section of this paper describes the methodology used for the theme-
based structured systematic literature review reported in this paper. Our systematic literature review covers the latest five decades of mar-
This section also includes a short description of our data, including a keting research articles on elderly consumers published in academic
chronological analysis, a geographical analysis of where the research journals. We did not limit on our article search in terms of publication
to date has been conducted, and an overview of the most frequently date, but included all articles that matched our selection criteria. As a
occurring journals in our analysis. In the section that follows, the first step, three selection criteria were established for selecting the
themes identified in our systematic literature review are presented articles to be included in our analysis. The first criterion was that the
and discussed, followed by a section presenting the theoretical frame- articles should be academic journal articles published in English. The
work proposed in this paper. Based on the framework, we subse- second criterion was that the articles should be published in peer-
quently provide an outline of our suggestions for future research. reviewed journals included in the Academic Journal Guide (published
Finally, the last section of the paper offers a conclusion of the theme- by CABS, the Chartered Association on Business Schools). This selec-
based structured systematic literature review reported in this paper tion criterion has previously been used in several recent literature
and the directions for future research. reviews (Paul & Criado, 2020). The third criterion was that the articles
should be marketing articles, published in marketing, general manage-
ment, sector studies or information management journals, because
2 | M E TH O DO LO GY this is where marketing research on elderly consumers is typically
published. Articles from any year of publication were included in our
This literature review was conducted using a theme-based structured searches. To ensure that all relevant articles were identified, the sea-
systematic approach, following the guidelines outlined by Paul and rch was carried out using nine article databases: ABI Inform/Proquest
Criado (2020). This structured approach allowed us to study a broad One Business, Business Source Premier, Emerald, JSTOR, Google
research field and track its development over time. A systematic Scholar, Sage Publications, Science Direct, Social Science Research
approach was used to minimize the risks of bias and to provide reli- Network, and Taylor and Francis Online. The database searches were
able findings (Moher et al., 2009; Snyder, 2019). Given the broad base conducted during December 2019, January 2020, and April 2021. The
 14706431, 2022, 5, Downloaded from https://onlinelibrary.wiley.com/doi/10.1111/ijcs.12830, Wiley Online Library on [17/12/2022]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License
1642 BERG AND LILJEDAL

search terms used were elderly consumer*, senior consumer*, and aging not concern elderly consumers. For example, the search term senior
consumer* because these are most typically used in marketing consumer* also generated articles based on interviews with senior
research on elderly consumers. We initially tried additional search managers and their views on consumer products and services. This
terms, such as mature consumer* and older consumer*, but these category also included other types of published material, such as book
searches only replicated results already matched by the previous sea- reviews, that are not considered academic journal articles. The second
rch terms. The databases vary in terms of the degree to which category contained research about aging in contexts that do not
searches can be specified and narrowed down. The search terms were include consumers. The third category consisted of articles that
used to search abstracts, titles, and keywords, when possible, but in focused only on organizational decisions and strategies in different
many of the article databases (such as Google Scholar), search results areas concerning the elderly. The fourth category consisted of articles
had to be produced based on matches anywhere in the text. The data- which examined how other consumer groups respond to representa-
base searches produced a wide range of results; the search term tions of the elderly in advertising. After eliminating these categories,
elderly consumer* generated between 16 and 930,000 matches 209 articles remained and were subsequently analyzed. Figure 1 illus-
depending on the database used, senior consumer* generated between trates the process leading up to the final number of articles.
21 and 1,850,000 matches, and aging consumer* between 17 and
907,000 matches. Search protocols were used to log all database
searches and results. To the extent possible, we avoided adding dupli- 2.1.2 | Academic journals and geographical
cates to the list of articles. Upon completion of the article searches, distribution
27 remaining duplicates were, however, found and removed. This
generated a list of 380 articles. Due to the large number of matches The 209 articles in our literature review were published in 59 different
found for the search terms in some databases, only the articles that journals. Table 1 illustrates the most frequently occurring journals in
met our inclusion criteria were listed and proceeded with. our literature review.
Further, the geographical distribution of the reviewed articles was
also analyzed, indicating that the 209 articles were mostly based on
2.1.1 | Inclusion criteria research conducted in the U.S. and in Europe. The geographical distri-
bution was analyzed based on where the data for each article had
A coding scheme was created to identify those articles that did not been collected or, if this was not specified in the article, the geograph-
meet the inclusion criteria and should therefore be excluded from the ical location of the academic institution that the authors were affili-
literature review. This process resulted in four categories of articles ated with at the time of each article publication. Conceptual papers
that did not meet the inclusion criteria and were subsequently that did not report any data were categorized in line with the author
removed from our literature review. The first category consisted of affiliations. Table 2 illustrates the most frequently occurring countries
articles that should not have been included at all, because they did in our analysis of the research articles.

F I G U R E 1 Illustration of the
research article selection process
 14706431, 2022, 5, Downloaded from https://onlinelibrary.wiley.com/doi/10.1111/ijcs.12830, Wiley Online Library on [17/12/2022]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License
BERG AND LILJEDAL 1643

TABLE 1 List of journals with three or more articles included in 2.2 | Method of analysis
our study

No. of As a first step in our analysis, we individually read all 209 articles and
Journal articles sought to identify research topics in the literature for the purpose of cre-
Journal of Consumer Marketing 33 ating a theoretical and domain-based framework of the marketing
Journal of Services Marketing 13 research on elderly consumers. The specific research topics covered in
Psychology & Marketing 11 the articles are described in more detail below as part of our analysis.

Journal of Consumer Research 10 After this first categorization of the articles, we carried out a short chro-
nological analysis of the articles based on the year that they were first
Journal of Marketing Management 10
published (reported below). As a final step in the analysis, we iteratively
International Journal of Consumer Studies 9
read and coded the articles into themes based on the research topics
Journal of Consumer Affairs 9
covered in each article. All themes were typically covered in more than
Journal of Retailing and Consumer Services 8
one paper and the article categorization thus “becomes a system by
International Journal of Retail & Distribution 5
which different categories relate to other categories” (Snyder
Management
et al., 2016, p. 2403). Both authors coded all articles to ensure alignment
International Review of Retail Distribution and 5
with the themes and article adherence to the themes. This resulted in
Consumer Research
the 13 research topics that were grouped into three overarching themes.
Journal of Business Research 5
Journal of Fashion Marketing and Management 5
Journal of the Academy of Marketing Science 5
2.3 | Chronological distribution of the articles
Journal of Business Ethics 4
Journal of Consumer Psychology 4 A chronological analysis of the articles shows that the publication of
Journal of Financial Services Marketing 4 research articles about elderly consumers has been continuous since
Journal of Marketing Research 4 the 1970s, as illustrated in Figure 2 below. Interestingly, the number
Journal of Vacation Marketing 4 of published articles has increased over time, mirroring an increased
International Journal of Bank Marketing 3 research interest (although some of this increase might also be an
Journal of Advertising Research 3 effect of the general increase in the publication of scientific articles).
Journal of Public Policy & Marketing 3 As described below, the chronological analysis also shows that

Journal of Retailing 3 the research topics covered in the articles have differed over time.

Marketing Letters 3
2.3.1 | 1970s–1980s
Qualitative Market Research 3

Our literature review contains 25 articles published between 1972

T A B L E 2 List of geographical representation in the marketing and 1989. Approximately half of these discuss the “senior market seg-
research on elderly consumers ment” in terms of demographics and behavior (Fox & French, 1985;
Lumpkin, 1985). Some of the other articles examine differences
Country No. of articles
between the information processing of elderly and younger con-
The United States 110
sumers (John & Cole, 1986; Phillips & Sternthal, 1977), or specifically
United Kingdom 29
study elderly consumers and new technologies (Gilly &
France 13
Zeithaml, 1985; Schiffman, 1972) or elderly consumers in a retailing
Australia 8
context (e.g., Greco, 1986; Mason & Smith, 1974).
Finland 7
South Korea 7
Italy 5 2.3.2 | 1990s
Germany 4
Canada 3 The literature review contains 36 articles published between 1990
China 3 and 1999. During this decade, the literature was still dominated by

India 2 studies that describe the elderly market segment and the behavior of
elderly consumers (Abdel-Ghany & Sharpe, 1997; Moschis, 1994).
Portugal 2
Newer research topics included research about the cognitive differ-
Thailand 2
ences between elderly and other consumers, such as differences in
Other (countries with 1 or fewer articles) 14
decision making and how consumers process marketing messages
Total 209
(Cole & Gaeth, 1990; Yoon, 1997).
 14706431, 2022, 5, Downloaded from https://onlinelibrary.wiley.com/doi/10.1111/ijcs.12830, Wiley Online Library on [17/12/2022]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License
1644 BERG AND LILJEDAL

F I G U R E 2 Number of
articles published on elderly
consumers in marketing, per
decade (until April 2021)

2.3.3 | 2000s Some current developments during the last few years, such as the
COVID-19 pandemic, had yet to be described in the published mar-
The literature search identified 50 articles published between 2000 keting research on elderly consumers at the time of our analysis.
and 2009. Some of these articles discuss the elderly consumer group These are therefore missing from our analysis.
in terms of their cognitive age as opposed to their chronological age
(i.e., the self-perceived age of the elderly consumers; Catterall &
Maclaran, 2001; Szmigin & Carrigan, 2001). The first articles about 2.4 | Threshold age for the elderly consumer group
the baby boomer generation as elderly consumers (Dann, 2007) were
also published. Definitions of the threshold age for the elderly consumer group vary
among the articles in our literature review, although the most com-
mon age for when a consumer is considered elderly is 65 years old
2.3.4 | 2010s (Abdel-Ghany & Sharpe, 1997; Drolet et al., 2007; East et al., 2014;
Lumpkin, 1985; Phillips & Sternthal, 1977; Tootelian & Varshney,
The literature search includes 69 articles published between 2010 and 2010; Williams & Drolet, 2005; Yoon et al., 2009). This standard for
2019. During this period, the articles focused on the responses to ste- threshold age is confirmed in an early review article by Tongren
reotypes (Bae et al., 2018; Groeppel-Klein et al., 2017) and consumer (1988), who found that most published studies about older consumers
vulnerabilities (Berg, 2015; Roy & Sanyal, 2017). There were also identified the group as people 65 years or older. The choice of 65
more articles about consumer responses to different aspects of the years as the threshold age is sometimes explained by its common use
marketing offer, such as service encounters (Grougiou & as a retirement age (Catterall & Maclaran, 2001). However, several of
Pettigrew, 2011; Plaud & Guillemot, 2015) and interactions with the articles in our literature review use lower threshold ages, such as
brands (Jahn et al., 2012; Lambert-Pandraud & Laurent, 2010). Some 50 years (Jahn et al., 2012; Sudbury & Simcock, 2009), 55 years
recent articles also examine elderly consumers in terms of their (Sherman et al., 2001; Stephens, 1991), and 60 years (Lambert-
behavior related to sustainability (Guiot et al., 2019) and sustainable Pandraud et al., 2005; Swimberghe et al., 2018).
consumption (Sudbury Riley et al., 2012).

3 | THEMATIC ANALYSIS
2.3.5 | 2020–2021
In our thematic analysis of the articles, we identified 13 research
There were also 29 articles published from 2020 until the time of our topics in the literature. These topics were grouped into three themes:
article search (April 2021). Most of these recent articles focus on con- describing and defining the elderly consumer group, age changes and
sumer responses to different aspects of marketing, such as services the elderly consumers, and marketing responses of elderly consumers.
(Kuppelwieser & Klaus, 2020) and new technologies (Bae et al., 2021). In some articles, several of the themes were covered, but in our
 14706431, 2022, 5, Downloaded from https://onlinelibrary.wiley.com/doi/10.1111/ijcs.12830, Wiley Online Library on [17/12/2022]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License
BERG AND LILJEDAL 1645

TABLE 3 List of references grouped into themes & research topics

No. of % of
Themes Research topics articles articles References
Theme 1: Describing and Describing the elderly 17 8,1% Fox and French (1985); Lumpkin et al. (1985); Greco (1987);
defining the elderly consumers as a market Lumpkin and Hite (1988); Sorce et al. (1989); Leventhal
consumer group segment (1990); Leventhal (1991); Moschis et al. (1993); Moschis
(1994); Abdel-Ghany and Sharpe (1997); Leventhal (1997);
Ahmad (2002); Sudbury and Simcock (2009); Ferguson and
Brohaugh (2010); Tootelian and Varshney (2010); Sudbury
et al. (2014); Sudbury-Riley (2016)
Defining aging & the elderly 16 7,7% Schewe (1988); Tongren (1988); Burnett (1989), (1991), (1996);
consumer Stephens (1991); Szmigin and Carrigan (2000); Catterall and
Maclaran (2001); Szmigin and Carrigan (2001); Moschis and
Mathur (2006); Dann (2007); Amatulli et al. (2015), (2018);
Sudbury-Riley et al. (2015); Thuckavadee et al. (2018);
Marjanen et al. (2019)
Old age identities & 11 5,3% Lumpkin and Greenberg (1982); Schiffman and Sherman (1991);
subsegments of the Vitell et al. (1991); Schewe and Balazs (1992); Tepper (1994);
elderly consumers Alreck (2000); Sherman et al. (2001); Hyun-Mee and Miller
(2006); Schau et al. (2009); Fregolente et al. (2019);
Kuppelwieser and Klaus (2021)
Theme 1 total: 44 21,1%
Theme 2: Age changes and Cognitive changes with age 20 9,6% Phillips and Sternthal (1977); John and Cole (1986); Cole and
the elderly consumers Houston (1987); Gaeth and Heath (1987); Cole and Gaeth
(1990); Ensley and Pride (1991); Cole and Balasubramanian
(1993); Guy et al. (1994); Sorce (1995), Yoon (1997); Laufer
et al. (2005); Yoon et al. (2005), (2009); Simcock et al. (2006);
Cole et al. (2008), (2009); Goldberg (2009); Sternthal and
Bonezzi (2009); Silvera et al. (2012); Guido et al. (2021)
Vulnerability & consumption 12 5,7% Lumpkin and Hunt (1989); Gibler et al. (1998); Lee and Geistfeld
ensembles (1999); Ramsey et al. (2007); Griffiths and Harmon (2011);
Barnhart and Peñaloza (2013); Annunziata et al. (2015); Berg
(2015); Ford et al. (2016); Roy and Sanyal (2017); Ho and
Shirahada (2020); LaBarge and Pyle (2020)
Reactions to aging 4 1,9% Loroz (2004); Groeppel-Klein et al. (2017); Bae et al. (2018);
Moscato and Ozanne (2019)
Theme 2 total: 36 17,2%
Theme 3: Marketing Elderly consumers and 10 4,8% Stephens (1982); Benet et al. (1993); Williams and Drolet
responses of elderly advertising (2005); Drolet et al. (2007); Codruta Micu and Chowdhury
consumers (2010); Jayanti (2010); Sudbury-Riley and Edgar (2016);
Albouy and Jean-Marc (2018); Chevalier and Moal-Ulvoas
(2018); Lee and Haley (2020)
Elderly consumers and 8 3,8% Jayanti et al. (2004); Lambert-Pandraud et al. (2005); Lambert-
brands Pandraud and Laurent (2010); Jahn et al. (2012); Ilicic et al.
(2016); Swimberghe et al. (2018); Phua et al. (2020); Halwani
(2021)
Elderly consumers and 29 13,9% LaForge (1989); Sirgy et al. (1991); Smith (1993); Kang and
services Ridgway (1996); Chevalier (2003); Moschis et al. (2003);
Pettigrew et al. (2003); Myers and Lumbers (2008); Grougiou
and Pettigrew (2009); Karahasanovic et al. (2009); Stone
(2009); Grougiou and Pettigrew (2011); Lee et al. (2012);
Milner and Rosenstreich (2013); East et al. (2014); Kim and
Jang (2015); Plaud and Guillemot (2015); Altinay et al. (2019);
Cosma et al. (2019); Kim and Jang (2019); Chaouali et al.
(2020); Guido et al. (2020); Henkel et al. (2020); Kuppelwieser
and Klaus (2020); Babin et al. (2021); Bateson (2021);
Prattharanitcha and Moschis (2021); Westberg et al. (2021);
Wu et al. (2021)

(Continues)
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1646 BERG AND LILJEDAL

TABLE 3 (Continued)

No. of % of
Themes Research topics articles articles References
Elderly consumers and 37 17,7% Mason and Smith (1974); Gillett and Schneider (1978); Mason
retailing and Bearden (1979); Zeithaml and Fuerst (1983); Lumpkin
et al. (1985); Tantiwong and Wilton (1985); Greco (1986);
Burt and Gabbott (1995); Keillor et al. (1996); Oates et al.
(1996); Sansgiry and Cady (1996); Johnson-Hillery et al.
(1997); Reisenwitz and Wimbish (1997); Miller et al. (1998);
Shufeldt et al. (1998); Moschis et al. (2004); Pettigrew et al.
(2005); Boyd Thomas and Lee Okleshen Peters (2009);
Meneely, Burns, and Strugnell (2009); Meneely, Strugnell,
and Burns (2009); Kohijoki (2011); Moschis et al. (2011);
Peters et al. (2011); Teller and Gittenberger (2011); Risius
et al. (2012); Kohijoki and Marjanen (2013); Teller et al.
(2013); Yin et al. (2013); Chattaraman et al. (2014); Omar
et al. (2014); Marjanen et al. (2016); Oeser et al. (2018);
Rahman and Yu (2018); Baek (2020); Dorie et al. (2019);
Townsend et al. (2019); Roy et al. (2020)

Elderly consumers and 17 8,1% Mathur et al. (1998); Littrell et al. (2004); Lee and Tideswell
tourism (2005); Hunter-Jones and Blackburn (2007); Lehto et al.
(2008); Glover and Prideaux (2009); González et al. (2009); Le
Serre and Chevalier (2012); Tiago et al. (2016); Le Serre et al.
(2017); Shavanddasht (2018); Kim and Kim (2020); Pestana
et al. (2020); Zuo and Lai (2020); Moal (2021); Pan et al.
(2021); Sie et al. (2021)
Elderly consumers and new 24 11,5% Schiffman (1972); Gilly and Zeithaml (1985); Lunsford and
technologies Burnett (1992); Mathur (1999); Trocchia and Janda (2000);
Eastman and Iyer (2005); Eastman and Iyer (2005); Laukkanen
et al. (2007); Niemelä-Nyrhinen (2007); Reisenwitz et al.
(2007); Hough and Kobylanski (2009); Chattaraman et al.
(2011); Fowler et al. (2015); Nikou (2015); Harris et al. (2016);
Mostaghel (2016); Choudrie et al. (2018); Chaouali and
Souiden (2019); Nunan and Di Domenico (2019); Abouzahra
and Ghasemaghaei (2021); Bae et al. (2021); Bianchi (2021);
Park et al. (2021); Rajaobeline et al. (2021)
Elderly consumers and 4 1,9% Sudbury Riley et al. (2012); Guiot et al. (2019); Kim and Jin
sustainability (2019); Nam (2020)
Theme 3 total: 129 61,7%

analysis, we allocated these articles to themes based on the theme to segment, defining aging and the elderly consumer, and old age identi-
which each article contributed the most. Table 3 illustrates the three ties and subsegments of the elderly consumers. Although there may
themes, as well as the research topics that contribute to them. be some overlap between these research topics, the main difference
between the topics lies in the focus of the research contributing to
them. That is, while the first research topic highlights the elderly con-
3.1 | The first theme: Describing and defining the sumers as a market segment separate from other market segments,
elderly consumer group the second topic is more concerned with how we should define who
belongs to the elderly consumer group. The third topic focuses more
The first theme is focused on describing and defining the elderly con- on the identities of the elderly consumers and emphasizes that there
sumers and the elderly consumer group, often in terms of the market are subsegments within this large and heterogenous group of elderly
segment that they constitute and its potential. This theme was promi- consumers.
nent in the research from the 1970s, although during the last few
decades the focus has moved from more classical segmentation stud-
ies to articles examining different ways to define the consumer group. 3.1.1 | Describing the elderly consumers as a
Some later works have also attempted to describe elderly consumers market segment
in term of their consumer identities. This theme is the focus of about
one-fifth of the articles in our analysis and is made up of three Chronological age has long been used as a basis for market segmenta-
research topics: describing the elderly consumers as a market tion (Fox & French, 1985), and this is clearly reflected in the analyzed
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BERG AND LILJEDAL 1647

articles. Many of the analyzed articles describe the elderly market seg- picture of a growing demographic group with substantial resources,
ment and its potential for marketers, especially from the 1980s for- representing a lucrative market segment that marketers would be
ward (Fox & French, 1985; Greco, 1987). Many of these articles take wise not to ignore. At the same time, the elderly consumer group is
a classical market segmentation approach and some describe attempts large and heterogeneous. There are substantial differences between
to divide the elderly consumer group into smaller market segments how, for example, the young-old and the old-old act as consumers
using statistical techniques, such as cluster analysis with demographic (e.g., in terms of spending; Abdel-Ghany & Sharpe, 1997). The con-
or survey data (Lumpkin, 1985; Sudbury & Simcock, 2009). Other arti- sumer group is also constantly changing as new generational cohorts
cles simply segment the elderly consumer group using demographic enter it (Tootelian & Varshney, 2010). As the baby boomers age, the
segmenting variables. For example, Abdel-Ghany and Sharpe (1997) preferences and expectations of the elderly consumer segment will
found differences in spending patterns between what they label as change from those held by previous generations of elderly consumers,
the young-old (65 to 74-years-old) and old-old (75-years-old or older) such as the silent generation (Ferguson & Brohaugh, 2010; Sudbury-
consumers, using chronological age as a proxy for life cycle stage. Sev- Riley et al., 2015).
eral articles use this type of segmenting, although the age ranges and
labels vary, adding to the body of knowledge about how consumers
and their behavior change and transform over the many years they 3.1.2 | Defining aging and the elderly consumer
are considered elderly consumers.
Many early articles discuss the entry of the “baby boomer” gener- If the first research topic in this theme centers around describing the
ation (born approximately between 1946 and 1964) into the elderly elderly consumer segment (for example in terms of market segment
consumer group. Several point out that as this happens, the elderly size and importance), the second research topic represents different
will gradually make up an increasingly large proportion of the market attempts at defining the elderly consumer group (as in who should be
in many countries, and thus, marketers need to realize the market considered part of this market segment and its subsegments). One
potential of the group (Ferguson & Brohaugh, 2010). Whether dis- way of defining the group is, of course, by chronological age. As men-
cussing the baby boomer generation or not, the research articles cov- tioned in the method section, 65 years seems to be the most
ering this research topic seem to agree that the elderly consumer used threshold age (Catterall & Maclaran, 2001). Some articles also
market segment is a growing and financially strong market segment. examine retirement as a criterion for defining the elderly consumer
Longer life expectancies and the large post-war generations, com- group (Burnett, 1989). Relatedly, Thuckavadee et al. (2018) used
bined with declining birth rates, are important factors that contribute gerontographics to explain consumer behavior in elderly consumers.
to the relative growth of the market segment compared with other Another way of defining the elderly consumer group is by generation
consumer segments. Thus, the articles in this research topic typically or cohort, which are groups of consumers born during a specific
stress the importance of the elderly consumer segment based on its period of time. People born in the same age cohort or generation
sheer size and implied financial importance for marketers. Some arti- share many life-shaping experiences that are often linked to similar
cles written in the 1980s suggested that elderly consumers were worldviews and consumption preferences (Yoon et al., 2009). While
finally about to get the attention from marketers that they deserved, the chronological age of a person changes constantly with time, the
because by then 11.5 percent of the U.S. population were over 65 cohort that a person belongs to stays the same throughout life, and
years old and the consumer group was growing at twice the rate of members of the same cohorts often display many similarities in how
the population as a whole (Lumpkin, 1985; Sorce et al., 1989). Abdel- they act as consumers (Marjanen et al., 2019; Moschis, 2012). The
Ghany and Sharpe (1997) noted that by 1990, the elderly consumers baby boomer generation is one such generational cohort, described
had reached 12.6 percent of the U.S. population and a continued by Dann (2007) as the first “branded” generation which may come to
growth was predicted when the baby boomers entered the group. In place other demands on marketers than previous cohorts of elderly
the early 2010s, U.S. baby boomers accounted for 78 million and con- consumers. The baby boomers were the first generation of teenagers.
trolled almost 75 percent of the personal wealth in the U.S., spending They came of age in a world that was very different from that faced
more than 1 trillion USD annually as consumers (Tootelian & by previous generations, defined by less traditional values, the growth
Varshney, 2010). The articles published in the early 2000s also of mass media, rapid technological development, and a wider access
increasingly included global or international demographical data for to higher education (Sudbury-Riley et al., 2015).
the elderly consumer group (e.g., Ahmad, 2002; Sudbury & Another way of defining the elderly consumer group is by their
Simcock, 2009). Still, none of these articles have yet provided any cognitive age (Barak & Schiffman, 1981). Cognitive age is defined as
comprehensive information about the global size and market potential the self-perceived (or subjective) age of a person which is part of the
of the elderly consumer segment. self-concept of that person (Stephens, 1991). Cognitive age varies
This research topic also includes articles that attempt to map the with some consumer characteristics, so that people with low incomes
preferences (Lumpkin & Hite, 1988), attitudes (Sudbury et al., 2014), and low education tend to have higher cognitive ages than people of
and behaviors (Tootelian & Varshney, 2010) of the elderly consumer the same chronological ages with high incomes and educational levels
group. Included are also a few review articles, such as Tongren (1988) (Catterall & Maclaran, 2001; Stephens, 1991). Szmigin and Carrigan
and Moschis (1994, 2012). Together, the analyzed articles paint a (2001) found cognitively young elderly consumers, defined as
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1648 BERG AND LILJEDAL

consumers whose cognitive age is more than 12 years lower than their been studied in a number of articles is the new-age elderly. This con-
chronological age, to be active consumers who are very much a part sumer group first appeared in the literature in the early 1990s and is
of the modern consumer society. Moschis and Mathur (2006) found described as a group whose values differ from the traditional elderly
that cognitive age is positively related to interest in senior discounts in their more youthful orientation and in emphasizing novel experi-
and sensitivity to age stereotypes in ads, but only in the “young-old” ences and personal challenges in their consumption rather than the
category of elderly consumers. The cognitive age is lower than the accumulation of possessions (Schiffman & Sherman, 1991). The new-
chronological age for most elderly consumers, although the size of the age elderly are more optimistic about their financial situations than
difference varies within the group (Sherman et al., 2001). Sudbury- more traditional elderly consumers; they seek out more information,
Riley et al. (2015) were able to identify a “young at heart” sub- are more novelty seeking, and have lower cognitive ages (Sherman
segment among the baby boomers in four countries (UK, Germany, et al., 2001). Although the appearance of the new-age elderly has
Hungary, and Japan), with significantly lower cognitive ages than bio- sometimes been taken as a sign that we are approaching a more age-
logical ages. The authors also found a general youth bias in the baby less society, Alreck (2000) showed that there were no notable
boomer segment of all four countries, meaning that the average cogni- changes in age role norms and in adherence to age role norms
tive age was lower than the average chronological age. between 1980 and 2000 and was unable to identify a new-age elderly
Catterall and Maclaran (2001) questioned some of the underlying segment among elderly consumers. However, elderly consumers do
assumptions behind the concept of cognitive age, arguing that cogni- not always accept an old age identity. Tepper (1994) emphasized the
tive age is not a static self-perception but rather a mutable social con- importance of labeling processes in how older people relate to age
struct. From this perspective, the cognitive age of a person is not only segmentation and described how the acceptance of offers that impart
determined by self-perception but also, for example, by attitudes age segmentation cues (e.g., senior discounts) can lead to self-
toward aging. These authors proposed that although the concepts of devaluation and perceived social stigma in elderly consumers. Schewe
age and aging are related to time and the biological aging processes, and Balazs (1992) use role theory to describe how marketing and con-
their meaning is socially and historically determined. Catterall and sumption can help elderly transition into new roles during aging, such
Maclaran (2001) also argued that cognitive age is of limited use to as grandparent, caregiver, retirement, or widowhood. Schau et al.
consumer research as it displays only a low correlation with the actual (2009) describe how elderly consumers may experience a resurgence
behavior of elderly consumers. This view of cognitive age is partly of identity-inspired consumption in their retirement years as an “iden-
supported by Amatulli et al. (2018), who demonstrate that social cues tity renaissance.”
can trigger an identity threat in elderly consumers, which has a nega-
tive effect on their expressed cognitive age. Kuppelwieser and Klaus
(2021) recently questioned the usefulness of the cognitive age con- 3.1.4 | Discussion of the first theme: Describing
cept, arguing that age should be viewed as a construct and not as a and defining the elderly consumer group
characteristic and that future time perspective (FTP) is a more promis-
ing concept for future research. Future time perspective is a construct The articles focusing on the first theme attempt to describe and
that is less related to chronological age and more focused on the time define the elderly consumer group, or different subsegments of
that people believe they have left in their lives (Kuppelwieser & it. Consumer identities within the group are also explored. The
Klaus, 2020). Relatedly, Moschis (2012) argued for the use of a life- emphasis in the research literature focused on this theme is on finding
course paradigm when studying the behavior of elderly consumers. It and defining similarities between the members of the elderly con-
should be noted, however, that the literature on cognitive age does sumer group. One issue with many of these articles is that, although
not typically focus on cognitive changes with age, which is a research they were very relevant at the time they were written, they tend to
topic discussed in more detail below in section 3.2.1 on cognitive age as fast as the elderly consumers they are describing. The demo-
changes with age. graphics and consumer characteristics described in the articles change
over time, with new cohorts entering the group. For example, many
of the articles describe a future in which the baby boomer
3.1.3 | Old age identities and subsegments of the generation would enter into the elderly consumer group (Dann, 2007;
elderly consumers Ferguson & Brohaugh, 2010). In 2021, the oldest baby boomers will
be 75 years old, meaning that they will soon be part of the old-old
The third research topic in this theme is focused on studying con- sub-segment of the group. The older articles also (naturally) fail to
sumer identities in the elderly consumer group. In the articles which consider many recent events that have influenced the elderly con-
focus on this topic, the elderly consumers are not described as a mar- sumer group, such as the ongoing COVID-19 pandemic. Only a few of
ket segment or defined as a group; rather, consumer identities within the articles that we analyzed take into account and discuss the time
the group are explored in more detail. These identities are sometimes period in which the article was written, and the data were collected.
related to subsegments of the elderly group but are described more in Further, as evidenced by the recent articles by Kuppelewieser
terms of consumer culture and consumer identities than in terms of and Klaus (2020, 2021), there is still an ongoing debate on how to
more tangible consumer characteristics. One such subculture that has best define aging in the context of elderly consumers. The
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BERG AND LILJEDAL 1649

introduction of concepts such as the future time perspective (FTP) information more efficiently early in the day as opposed to later in the
complicate the discourse further. Based on this construct, for exam- afternoon or evening (Yoon, 1997).
ple, a chronologically young person with a life-threatening disease In terms of misleading information, such as misleading advertising
could have a shorter FTP than an elderly person. The FTP construct claims, elderly consumers are more susceptible to this than are youn-
does, however, seem to hold some promise when it comes to ger consumers (Gaeth & Heath, 1987). When it comes to the memory
predicting consumer behavior. Finally, the articles in this theme indi- capacity of elderly consumers, there does not seem to be that many
cate the problems that arise when elderly consumers are described changes in semantic memory in older age, but there is a decline in epi-
and defined as a market segment based solely on their age, when sodic memory (Yoon et al., 2009). For example, elderly consumers
research increasingly indicates the richness and variation within the may remember some information, but not the source of it (Yoon
elderly consumer group. The research on old age identity also overlaps et al., 2005). Long-term memory, working memory, and explicit mem-
with the research in the next theme, on reactions to aging and how ory performance are also impaired with age (Yoon et al., 2005). Elderly
elderly consumers respond to different aspects of aging. For example, consumers tend to remember pictures and pictorial cues better than
whether and how a consumer identifies as an elderly consumer is text (Yoon et al., 2009), and they place more importance on emotions
likely to result in different reactions to age-based transformations and and subsequently remember emotional information better than non-
marketing responses, in terms of for example responses to advertising emotional information (Yoon et al., 2009).
and retail discount offers targeted to elderly consumers. The information processing and memory of elderly consumers
affect their decision making. Yoon et al. (2009) summarized much of
the research about consumer decision making and aging in a review
3.2 | The second theme: Age changes and the article and proposed a framework in which the degree of fit between
elderly consumers the task and its contextual environment (e.g., familiarity of the task
and time of day) and the individual characteristics of the elderly con-
The next theme identified in our analysis focuses on the age changes sumer (e.g., age, motivation, and knowledge) affect the effectiveness
in consumers. This theme is also discussed in many of the articles that of their decision making. If the fit is low, consumers risk making deci-
mainly contribute to the other two themes, but then to a lesser sions that have negative outcomes on an individual and societal level.
degree. Research topics identified within this theme are cognitive In response to comments on this article, the authors agreed that the
changes with age, vulnerability and consumption ensembles, and reac- original framework may have indicated a too pessimistic view and
tions to aging. later revised it to include a more nuanced (less negative) description
of the effects of cognitive changes on decision making (Cole
et al., 2009).
3.2.1 | Cognitive changes with age In summary, many of the articles in this research topic review dif-
ferences between older and younger consumers and conclude that
The most common research topic in this theme examines the cogni- there is a cognitive decline that negatively affects the information
tive changes that occur throughout old age. Many of these articles are processing, memory, and decision making of elderly consumers. Some
based on research and theories about aging from cognitive psychol- articles, however, emphasize that there are large differences between
ogy (which also contributes to separating these articles from the arti- individual consumers. Some elderly consumers perform just as well as
cles listed in the research topics above). Common topics are how age- younger adults, while others show a significant decline in their cogni-
related cognitive changes negatively affect consumer information tive abilities (Yoon et al., 2005).
processing and decision making. Some articles document the differ-
ences in information processing between young adults and old adults,
such as the sources of information they use and their ability to learn 3.2.2 | Vulnerability and consumption ensembles
(Phillips & Sternthal, 1977). Elderly consumers rely more on heuristic
processing of information than do younger adults and tend to seek The second research topic in this theme focuses on the vulnerability
out less information before making decisions (Yoon et al., 2009). It is and physical ability of elderly consumers. Although fewer articles
not clear why elderly consumers spontaneously use “deep processing” focus on this topic, declining ability and increasing vulnerability are
less and search for less information than younger consumers, whether still often discussed in research about elderly consumers. It is also a
it is because of the decline in their processing abilities or because they cause for many public policy concerns about elderly consumers
are not as motivated (Cole & Balasubramanian, 1993; Cole & (Goldberg, 2009). Many victims of fraud, such as telemarketing fraud,
Houston, 1987). The information processing of elderly consumers can are elderly consumers (Yoon et al., 2009). However, Berg (2015)
be improved with training and the use of perceptual aids (Cole & emphasized that there are large individual differences and that the
Balasubramanian, 1993; Cole & Gaeth, 1990). The information entire group should not be considered vulnerable. Of course, the vul-
processing of elderly consumers is affected by task environments, nerability and ability of consumers is related to factors like their health
such as the quantity of information and information format (John & status and how advanced in age they are. Relatedly, Ford et al. (2016)
Cole, 1986). Elderly consumers also process and remember described some of the difficulties that elderly consumers experience
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1650 BERG AND LILJEDAL

when interacting with the packaging of products, such as problems should behave (e.g., eating their dessert first). Loroz (2004) studied
with reading labels and opening the packaging of products. Elderly how elderly consumers engages in gambling and propose that this, like
consumers can for example experience problems with reading labels other forms of experiential consumption, may reinforce and enhance
on product packaging, transporting the products home, opening the the self-concepts of the elderly consumers.
packaging, and disposing of the packaging after use. Griffiths and Har-
mon (2011) also discuss consumer vulnerability in terms of whether
age-related changes can impede the ability of elderly consumers to 3.2.4 | Discussion of the second theme: Age
fully interpret informed consent in service situations. changes and the elderly consumers
In the later stages of old age, many elderly consumers rely on
what Barnhart and Peñaloza (2013) call elderly consumption ensem- The second theme identified in our analysis focuses on age changes
bles. Such ensembles constitute groups of people, such as relatives, and how these affect the elderly in their role as consumers. The
friends, or paid service providers, that give regular (or even constant) emphasis in this literature is on differences between elderly con-
assistance to the elderly consumers. Consumption thus becomes a sumers and other (younger) consumer groups (rather than similarities
group phenomenon carried out in part vicariously by others on behalf within the group, as in the first theme). The many similarities between
of the elderly consumer, rather than (as in earlier life) an individual the groups are seldom dwelt upon and few articles focus on any dif-
phenomenon. Consumption decisions and life changes are also ferences within the (large and in many ways heterogeneous) group of
influenced by people surrounding the elderly consumers, such as chil- elderly consumers. It is at times also difficult to say whether differ-
dren and physicians, leading researchers to advice that services should ences between the groups really depend on age changes or if they are
also be promoted to family members and health care workers (Gibler cohort effects. For example, the level of education will differ between
et al., 1998). In some regions, such as in rural Japan, support services younger and older cohorts, something that can affect the ability to
are also carried out by nonprofit organizations and residents' associa- solve problems used to test cognitive abilities (Yoon, 1997). The arti-
tions, based on local relationships rather than relationships based on cles about this theme are often based on findings from other disci-
family or health care (Ho & Shirahada, 2020). plines such as psychology and gerontology. This may explain why
Much of the literature on elderly consumers' vulnerability and cognitive age changes are explored in much more detail (and in many
ability thus focuses on vulnerability without discussing how it may be more articles) than other psychological and physiological changes. This
connected to ability. Ability is mostly discussed in connection to other focus may be problematic because consumer vulnerability and ability
research topics, such as how elderly consumers relate to new technol- can influence consumption just as much, if not more, than cognitive
ogies or sustainability. A recent example is LaBarge and Pyle (2020), abilities. If some elderly consumers cannot, for example, read the text
who examined how elderly consumers employ marketplace resources that is written on a product, how they would process the text will not
to maximize their quality of life, independence, and general wellbeing. matter at all.

3.2.3 | Reactions to aging 3.3 | The third theme: Marketing responses of

elderly consumers
The third research topic in this theme focuses on how the elderly
react to aging in their role as consumers. Only four articles focus on The third theme in our analysis relates to how consumers respond to
this topic, but as these articles were published recently, this indicates different aspects of marketing. A large majority of the articles in our
a current research interest in these issues. The first article, by analysis focus on topics related to this theme (129 articles). The seven
Groeppel-Klein et al. (2017), found negative effects from exposure to research topics that we identified in this area are how elderly con-
negative age stereotypes on the cognitive performance of older con- sumers respond to: advertising, brands, services, retailing, tourism,
sumers. Just like exposure to other types of stereotypes, it seems that new technologies, and sustainability.
being primed with age stereotypes has a negative effect on the cogni-
tive performance of older consumers in decision-making situations.
Negative age stereotypes can also affect other consumption behav- 3.3.1 | Elderly consumers and advertising
iors in elderly consumers. Bae et al. (2018) showed that elderly con-
sumers may purchase antiaging products to cope with stress after Although elderly consumers have been studied for a long time in
being exposed to negative age stereotypes. Moscato and Ozanne advertising research, there are few articles about this research topic in
(2019) described a more experiential reaction to aging in elderly our literature review. Some research has focused on how elderly con-
female consumers. The authors described how elderly female con- sumers respond to emotional advertising appeals. As mentioned,
sumers engage in rebellious eating through membership in the Red elderly consumers tend to place more importance on emotions and
Hat Society. Members in the (all-female) society regularly gather in remember emotional information better (Yoon et al., 2009). This ten-
restaurants to indulge in food and alcohol in ways that the authors dency affects how they respond to emotional appeals in advertising.
described as going against the strict social norm of how older women In general, elderly consumers like and recall ads featuring emotional
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BERG AND LILJEDAL 1651

appeals better than younger consumers do (Williams & Drolet, 2005). from them (Grougiou & Pettigrew, 2011). Service encounters also play
For younger consumers, ads with emotional appeals are only pre- a greater role in maintaining the wellbeing of elderly consumers
ferred for hedonic (vs. utilitarian) products, but elderly consumers pre- (Plaud & Guillemot, 2015). Shopping constitutes an important social
fer them for both types of products (Drolet et al., 2007). However, if activity for elderly consumers (Grougiou & Pettigrew, 2011; Kang &
perceptions of time horizon length are limited (this can, for example, Ridgway, 1996), and their responses to service encounters differ from
be manipulated by including statements like “life is short” in the copy those of younger consumers (Lumpkin & Hite, 1988). Due to fewer
of an ad), both elderly and younger consumers prefer emotional social interactions in general, however, elderly consumers receive and
appeals (Williams & Drolet, 2005). There are also differences in how engage less in word-of-mouth communication, something that may
elderly consumers respond to emotional appeal ads that focus on contribute to their comparative brand loyalty and low levels of brand
avoiding negative emotions and achieving positive emotions. Williams switching and information-seeking behavior (East et al., 2014). Emo-
and Drolet (2005) showed that elderly consumers display more posi- tions play a greater role in how elderly consumers respond to service
tive attitudes toward ads which focus on avoiding negative emotions, failures. Babin et al. (2021) recently demonstrated that the behavioral
except for when their time horizon length is expanded. Conversely, responses of elderly consumers to perceived justice in service failure
younger consumers have more positive attitudes toward ads that situations, in terms of forgiveness, is dependent on their emotional
focus on achieving positive emotions, except when their time horizon responses. Due to learned helplessness, elderly consumers are less
length is limited. likely to complain when they are dissatisfied with services
(LaForge, 1989). Several articles about this research topic are focused
on specific services, such as health care services (Sirgy et al., 1991)
3.3.2 | Elderly consumers and brands and restaurant services (Lee et al., 2012). Some articles also focus on
financial services and explore the preferences and behavior of elderly
A small number of articles study how elderly consumers respond to consumers in relation to financial services (Moschis et al., 2003).
brands. The brand relationships and purchases of elderly consumers
seem to differ from those of younger consumers. In a large empirical
study of repeat purchases made by elderly consumers, Lambert- 3.3.4 | Elderly consumers and retailing
Pandraud et al. (2005) found that they consider fewer brands, stores,
and products before a repurchase. Elderly consumers also select Another set of articles is focused on how elderly consumers respond
brands that have been established for a longer period of time than the to different aspects of retailing. This is the largest research topic in
brands considered by the younger consumer groups. Lambert- this theme. Some of these articles focus on general responses to
Pandraud and Laurent (2010) also examined the motivations of older retailing of the elderly consumer group. In retail contexts, elderly con-
consumers in buying brands that have been established for a longer sumers seem to view older sales personnel more positively than they
period of time. Their findings show that elderly consumers tend to do younger sales personnel, and retail firms and sales personnel are
remain attached to the same brands for longer durations and that less accurate in assessing the preferences and satisfaction of elderly
there is a limited effect of nostalgia for “old” brands encountered ear- consumers (Johnson-Hillery et al., 1997). Elderly consumers are, how-
lier in life. There are also differences in brand usage within age groups, ever, not a homogenous group in terms of behaviors and preferences
so that among both older and younger consumers, some change related to retailing (Kohijoki & Marjanen, 2013). A number of articles
brands frequently while others remain loyal. Phua et al. (2020) attempt to define market segments which respond similarly to differ-
recently examined the use of older and newer brands in a large empir- ent aspects of retailing using methods like gerontographics (Moschis
ical study of the grocery purchases made by elderly consumers. Their et al., 2004, 2011) and psychographics (Oates et al., 1996). Several of
results did not replicate those of previous studies but show that the articles also attempt to define segments of elderly consumers with
elderly consumers do not purchase older brands more often than they regard to specific retail contexts (Burt & Gabbott, 1995; Oates
purchase younger brands. Consumer emotions also seem to play a et al., 1996; Teller & Gittenberger, 2011). Several articles specifically
role in brand attachments, especially in elderly women who display focus on fashion retailing, a product category in which elderly con-
more emotional brand attachment processes than other consumers sumers are still very interested but in which the needs of the elderly
(Jahn et al., 2012). market are often ignored (Greco, 1986; Thomas & Peters, 2009;
Townsend et al., 2019). Elderly consumers are also still very interested
in cosmetics products, but the elderly consumer group is often
3.3.3 | Elderly consumers and services neglected by retailers and marketers in this area (Baek, 2020). Another
set of articles study elderly consumers and their grocery shopping
Another research topic that has received some research attention is behavior (Kohijoki, 2011; Meneely, Strugnell, et al., 2009; Yin
how elderly consumers respond to services. Services are more impor- et al., 2013). Like services, shopping for groceries can be an important
tant to the elderly than to younger consumer groups. Elderly con- social activity for elderly consumers (Oeser et al., 2018). In-store inter-
sumers make a larger share of their expenditures on services and actions with staff are also especially important to this consumer group
evaluate services more in terms of the social benefits that they derive (Pettigrew et al., 2005). Other topics related to retailing in the
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1652 BERG AND LILJEDAL

analyzed articles were the store choices of elderly consumers has so far only been investigated in the form of virtual agents
(Moschis et al., 2004, 2011) and the perceived importance to the (Chattaraman et al., 2011), and digital marketing and social media
group of various retail attributes (Oates et al., 1996). related to elderly consumers has only very recently been explored
(Nunan & Di Domenico, 2019; Pera et al., 2020). Interestingly, Nunan
and Di Domenico (2019) noted that most of the previous literature has
3.3.5 | Elderly consumers and tourism been focused on negative aspects of the elderly and technology.
Reviewing the existing literature, these aspects include innovation/
Elderly consumers are not only described as a growing segment of technology resistance (Bae et al., 2021; Gilly & Zeithaml, 1985; Hough &
interest and importance for the travel and hospitality industry Kobylanski, 2009), risk aversion (Reisenwitz et al., 2007), and technology
(Pestana et al., 2020; Tiago et al., 2016), but there is also a growing lit- anxiety (Meuter et al., 2003). These negative responses to technology
erature highlighting the importance of travel later in life (Moal, 2021; are found to correspond to the future time perspectives of elderly con-
Pestana et al., 2020; Sie et al., 2021). The literature also predicts the sumers, so that consumers who perceive that their future time is limited
need for new tourism products to better satisfy the growing segment (as opposed to expansive) are less likely to use self-service technologies
of elderly consumers (Glover & Prideaux, 2009). In the articles about (Park et al., 2021). Only lately have more positive aspects been indicated,
this research topic, many correspond, however, to the first theme in such as the dispelling of stereotypes about elderly consumers (Choudrie
our analysis and are focused on describing and defining the elderly et al., 2020; Pera et al., 2020) and a shift in focus toward opportunities
market segment and its subsegments within tourism, often for com- for value creation (Nunan & Di Domenico, 2019; Pera et al., 2020) and
mercial purposes (Tiago et al., 2016). Mathur et al. (1998) described wellbeing (Bianchi, 2021).
opportunities for the marketing of travel services to the elderly based
on a value-orientated segmentation. Other studies have sought to
better understand elderly consumers by comparing them to other age 3.3.7 | Elderly consumers and sustainability
groups (Lehto et al., 2008). Another stream of research is focused on the
motives and behaviors of elderly consumers in travel and hospitality. Sustainability is one of the smallest research topics in our analysis. All
Cognitive age or subjective age are used to explain the motivations of the articles on this topic investigate the pro-environmental behavior
elderly tourists (Le Serre et al., 2017), as are sociodemographic character- of elderly consumers and were published between 2012 and 2020,
istics (Kim & Kim, 2020) and personal health (Hunter-Jones & indicating that a new field of research may be emerging. The first arti-
Blackburn, 2007; Kim & Kim, 2020). A recent study (Pestana et al., 2020) cle investigates potential cross-national differences among elderly
found that motivations differ between younger and older elderly con- consumers (Sudbury Riley et al., 2012) and find that sociodemographic
sumers, so that the younger value expansion factors oriented toward factors should be replaced by actual purchases of ecological products
enlarging and enriching quality of life and the older value maintenance as indicators of other ecologically conscious consumer behavior. How-
factors oriented toward maintaining a lifestyle. Tourism marketing ever, a recent article shows that chronological age is an indicator of
toward elderly consumers should thus differ depending on the intended involvement in and purchases of ecofriendly food in that the behavior
target age group. For example, Le Serre and Chevalier (2012) found that increases with age up to 50–59 years old after which it declines
the discrepancy age (the gap between cognitive age and ideal age) is a (Nam, 2020). Chronological age was also found to be only an indirect
useful segmentation tool for the elderly market. influence on recycling behavior (Guiot et al., 2019), which is in line
with the increased acceptance in the literature that age is only a
descriptive variable for the physiological, psychological, and sociologi-
3.3.6 | Elderly consumers and new technologies cal processes connected with aging (Moschis, 2012). Kim and Jin
(2019) also based their research on elderly women but find that their
Mirroring the increasing research interest in technology and adoption time perspective combined with their fashion consciousness predict
of innovations, most articles on this topic were published after 2000. the consumption of environmentally sustainable apparel.
Earlier works suggest that previous familiarity with related technolo-
gies explain differences in the adoption behavior between older and
younger consumers (Gilly & Zeithaml, 1985). Later, the focus on 3.3.8 | Discussion of the third theme: Marketing
characteristics of the elderly consumers gave way to more interest responses of elderly consumers
in the process of adoption (Choudrie et al., 2020) and some articles
note the importance of social aspects, such as family members' The third theme focuses on the responses of elderly consumers to dif-
roles in the adoption of technology (Mathur, 1999; cf. Hough & ferent aspects of marketing, as well as their subsequent behavior in
Kobylanski, 2009). Several articles explore consumer behavior spe- relation to the marketing (e.g., purchasing behavior or consumption
cifically related to the Internet (Reisenwitz et al., 2007), technolo- patterns). The articles focusing on this theme are representative of
gies in general, or mobile technologies in particular (Laukkanen consumer marketing research articles in that consumer responses to
et al., 2007; Nikou, 2015). Digital banking has also received some different aspects of marketing are examined. This research often
research interest (Chaouali & Souiden, 2019). Artificial intelligence builds on research from the two prior themes, such as findings about
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BERG AND LILJEDAL 1653

cognitive differences between the elderly consumers and other research. Below, these research directions are outlined for each of the
groups. In this theme too, the focus lies on exploring differences three themes identified in the systematic literature review. These
between consumer groups rather than examining similarities between research directions are also summarized in Table 4 below. One over-
consumer groups or differences within the elderly consumer group. In arching recommendation for future research, regardless of theme or
retailing and tourism, for example, many articles are focused on find- research topic, is that there is a need for research from more geo-
ing and describing market segments, as well as making recommenda- graphical regions. This recommendation is based on our geographical
tions about how to serve and market toward these segments. In other analysis of all the articles included in our review (as illustrated in
areas, such as research on new technologies, research is moving Table 2 above). Out of 209 articles, 110 are based on data collected in
toward finding similarities between the elderly consumer group and the U.S. (or, in the articles that do not report empirical findings,
other age groups. Dispelling stereotypes about elderly consumers authored by researchers residing in the U.S.). Some of the findings
(e.g., that elderly consumers are reluctant to use new technologies) is presented in these articles are likely to be generalizable across coun-
a topic that seems to have attracted more research interest lately. This tries, such as studies investigating the cognitive functions of elderly
research topic also relates to some of the research on old age identity. consumers. Other findings, however, are likely to differ across geo-
Finally, many of the research articles contributing to this theme are graphical regions and would therefore need to be replicated in other
very specific, in that they focus exclusively on specific sectors or geo- geographical and cultural contexts. Examples of such research that
graphical regions. Their findings thus mainly apply to that specific con- would be of particular interest are analyses of consumption patterns,
text, rather than making more general contributions to the research elderly consumer behaviors, and other marketing responses that are
literature about elderly consumers in marketing research. In the more likely to be culturally dependent.
recent articles within this theme, however, there seems to be a degree
of overlapping between the research topics. This indicates that there
may be a research opportunity in combining several of the research 5.1 | Future research directions for the first theme:
topics moving forward, such as advertising for retailers, or responses Describing and defining the elderly consumer group
to sustainable advertising and brands.
Many of the research articles contributing to the first theme, describ-
ing the elderly consumer group, were published several decades ago.
4 | THEORETICAL FRAMEWORK In future research on this topic, it would therefore be valuable to rep-
licate some of this earlier research. Many of the articles focusing on
In our review of the marketing research on elderly consumers, we identi- describing the elderly as a marketing segment were focused on
fied and defined three overarching themes that will help guide future describing specific cohorts of elderly consumers, such as the silent
research in the area. Our literature review will also help make this rich generation or the early baby boomers (Ferguson & Brohaugh, 2010;
and varied marketing research literature more accessible to researchers Fox & French, 1985; Greco, 1987). Thus, future research on this topic
and practitioners alike. The themes that we have identified in the research may want to describe new cohorts currently entering the elderly con-
are interlinked and have been simultaneously developed over time. If sumer group. Many of the articles in our analysis point out that elderly
there is a trend here, it is that the research focus has shifted from describ- consumers are not a homogenous group, and that research needs to
ing the consumer group (first theme) to studying their responses to spe- consider factors like generations and cohorts, cognitive age, future
cific aspects of marketing (third theme). This seems like a natural time perspective, and age groups (e.g., young-old and old-old). The
progression, because to understand how elderly consumers respond to discourse in the research literature also seems to be moving from
something, it is necessary to understand who they are and how age static descriptions of elderly consumers as a homogenous market seg-
changes make them different from other groups. Based on the marketing ment and how this differs from other segments to a more heteroge-
responses of the elderly consumer group, much can also be learned about neous and dynamic view of aging. After all, aging is not a market
who they are as a large and heterogenous group and what aging as a con- segment as much as it is a process involving all consumers all the time.
sumer implies. The themes also differ in what the object of study is in the Future research on this topic should also consider implications of the
research articles. In the first theme, the focus is on studying the consumer changing demographics of many countries today. In many places,
group or individuals in it. The second theme focuses more on the process populations are aging rapidly, and the growth or the elderly consumer
of aging and related age changes, while the third theme focuses on the group will have implications for marketers and researchers alike. It
responses of elderly consumers to different aspects of marketing. The seems natural that marketing research should follow suit, so that there
theoretical framework is summarized and illustrated in Figure 3. will be an increased interest in describing the development of the
elderly consumer group. It would also be very useful if future research
were to include more information about the actual financial situations
5 | DIRECTIONS FOR FUTURE RESEARCH and consumption patterns of elderly consumers, as most of the extant
literature argue that elderly consumers are important due to the size
Based on the literature review and the theoretical framework pro- of their consumer segment, rather than their actual and potential
posed in this paper, we formulated a set of directions for future spending power.
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1654 BERG AND LILJEDAL

F I G U R E 3 Theoretical
framework illustrating the themes
and research topics identified in
the research on elderly
consumers in marketing

In terms of the second research topic in this theme, defining aging (Blake et al., 2018). We also believe that this research topic could be
and the elderly consumer, there is a clear development in the recent further enriched by the intersection between age and, for example,
literature where researchers are increasingly seeing aging as a process, gender or race (Blake et al., 2018; Gopaldas & Siebert, 2018;
transformation, or even a construct (Kuppelwieser & Klaus, 2020). Gurrieri, 2021; Moscato & Ozanne, 2019), as old age identity might
This is a useful perspective that allows for a better understanding of very well provide different routes of transformation for different
what happens to us all as we become older consumers. It also allows groups of elderly consumers.
for a more dynamic view of elderly consumers in society, as well as in
marketing research. In contrast to this, the earlier research on this
topic focused more on defining the elderly consumer group in terms 5.2 | Future research directions for the second
of their chronological age or cohort (Dann, 2007; Schewe, 1988). theme: Age changes and the elderly consumers
Other research examined cognitive age (Amatulli et al., 2018;
Catterall & Maclaran, 2001) and future time perspective (FTP; Much of the research contributing to the second theme, age changes
Kuppelwieser & Klaus, 2020) as constructs that help define the elderly and the elderly consumers, is based on research in other disciplines.
consumer group. Future research will want to integrate these differ- Future research contributing to this theme will therefore want to
ent ways of defining the elderly consumers group. Definitions of the reflect developments in these other research fields, such as psychol-
elderly consumer group need to consider the current research in the ogy and gerontology.
field, advocating for more fluid definitions and moving away from a Most of the research on the first research topic contributing to
focus on chronological age. However, the definitions also need to be this theme, cognitive changes with age, is based on research in the
tangible enough to offer practical guidance for marketers and market- field of cognitive psychology. Findings from this field about topics like
ing researchers who want to focus on this large and important con- decision making (Yoon et al., 2009) and memory (Yoon et al., 2005)
sumer group. have here been applied to marketing research about elderly con-
The articles focusing on the third research topic in this theme, old sumers. Future research on this topic should therefore closely follow
age identities and subsegments of elderly consumers, explored con- recent and future research developments in the cognitive psychology
sumer identities and roles in the elderly consumer group. As societal field. Future research in this area will also hopefully move away from
views and attitudes about aging and the elderly change in line with an the implicit assumption that elderly consumers are somehow inferior
aging population and new generational cohorts entering the group, to younger consumers (for example, in terms of cognitive processing;
the roles and identities assumed by elderly consumers will likely also Yoon et al., 2009). As the current literature on elderly consumers is
change. Future research on this topic should thus examine current already moving away from its early focus on the negative aspects of
developments in sub-cultures and roles among the elderly consumer aging, future research should follow suit. A more balanced outlook
group, in terms of how this will affect old age identities in the group. may, for example, lead to a greater degree of investigation of value
Representations of cultural memory in elderly consumers may be use- creation in the process of aging and how this can lead to outcomes
ful to consider here, as this provides a means for exploring aging such as increased wellbeing among elderly consumers.
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BERG AND LILJEDAL 1655

TABLE 4 List of suggestions for future research on elderly consumers, grouped into themes and research topics

Themes Research topics Future research suggestions

Theme 1: Describing & Describing the elderly • Replicate earlier research to include new cohorts and demographical
defining the elderly consumers as a market developments.
consumer group segment • Explore the heterogeneity of the elderly consumer group and its implications.
• Include multinational samples and increase the cultural awareness of future
research.
• Include understudied markets, especially in countries where there are fewer elderly
consumers.
Defining aging and the • Study the elderly consumer group based on a view of aging in line with an ongoing
elderly consumer process or transformation.
• Study the elderly consumer group based on other defining variables than
chronological age, such as future time perspective and cognitive age.
• Propose new definitions of the group that are useful for both researchers and
practitioners.
Old age identities & • Add to the limited research about old age identity in elderly consumers and its
subsegments of elderly effects.
consumers • Study new roles and sub-cultures emerging in the elderly consumer group.
• Study the effects of new roles and sub-cultures on elderly consumers and their
consumption.
• Study effects of intersectionality between age and e.g., gender and race.
Theme 2: Age changes and Cognitive changes with age • Apply current and future research in cognitive psychology to the study of elderly
the elderly consumers consumers.
• Examine the heterogeneity among elderly consumers in terms of their cognitive
age changes.
• Study more positive aspects of cognitive changes with age in elderly consumers.
Vulnerability & consumption • Apply current research in gerontology to the context of elderly consumers.
ensembles • Study elderly consumers from an ableness perspective, based on related ableness
research.
• Examine whether innovative technological solutions, such as AI and voice control,
could be useful to elderly consumers with vulnerability and in consumption
ensembles.
Reactions to aging • Study the role of age stereotypes in how elderly consumers react to aging.
• Study how marketing can help alleviate negative reactions to aging in elderly
consumers.
Theme 3: Marketing Elderly consumers and • Examine the responses of elderly consumers to more advertising appeals.
responses of elderly advertising • Include the elderly consumer group in more advertising research study samples.
consumers Elderly consumers and • Examine whether elderly consumers still respond differently to brands than
brands younger consumers.
• Resolve whether elderly consumers are more brand loyal and prefer older brands
or not.
Elderly consumers and • Study the responses of elderly consumers to service encounters.
services • Study factors contributing to customer satisfaction with service encounters in
elderly consumers.
Elderly consumers and • Study factors contributing to customer satisfaction with retailers and stores in
retailing elderly consumers.
• Combine research fields such as elderly consumers in retailing and new
technologies or services.
• Study how crises such as the COVID-19 pandemic affect elderly consumers'
responses to retailing.
Elderly consumers and • Study the responses of elderly consumers to service encounters in tourism.
tourism • Study factors contributing to customer wellbeing and value creation through
traveling and tourism.
Elderly consumers and new • Explore how innovative technology (e.g., AI, voice control) can benefit elderly
technologies consumers.
• Study the responses of elderly consumers to new technology.
Elderly consumers and • Explore differences in sustainable behavior between elderly consumers and other
sustainability groups.
• Study how marketing can be used to promote sustainable behavior in elderly
consumers.
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1656 BERG AND LILJEDAL

In our literature review, we found fewer articles on the second 5.3 | Future research directions for the third
research topic contributing to this theme, on vulnerability and con- theme: Marketing responses of elderly consumers
sumption ensembles. Considering the growth of the elderly con-
sumer group, both their abilities and vulnerabilities in their role as The articles contributing to the third theme in our framework are
consumers need to be examined more closely and more research in focused on the marketing responses of elderly consumers. In all
this area is thus needed. Many of the articles covering this research research topics included in this theme, more research is needed. Many
topic are based on research in gerontology, and/or centers on research topics remain understudied or have not been studied at all in
ableness issues (Berg, 2015). Future research on this topic should marketing research. Many of the older studies also need to be repli-
therefore strive to apply more of the current research findings from cated, as they were carried out already several decades ago. Specifi-
these rich and interdisciplinary research fields. Findings from cally, future attempts to replicate studies included in this review
research in other fields about the vulnerabilities of the elderly would indicate whether the previous findings are tied to specific ear-
should also be examined in the context of elderly consumers. lier cohorts of consumers or if generalizations to later cohorts can be
Another interesting research area would be whether new technol- made. In terms of marketing research about the first topic in this
ogy, such as AI and voice control, could be used to facilitate the theme, elderly consumers and advertising, this is still a relatively small
lives of elderly consumers, both reducing vulnerability and increas- and underdeveloped area of research. Some of the articles in our liter-
ing ability in elderly consumers. The articles relating to consump- ature review on this topic focused on the responses to emotional
tion as a collective activity are also grounded in gerontology and advertising appeals (Drolet et al., 2007; Williams & Drolet, 2005) in
ableness research (Barnhart & Peñaloza, 2013). This is thus likely to elderly consumers, but future research should also examine responses
be a fruitful area for research on how new technology can trans- to other advertising appeals in the consumer group. Not much is
form the consumption taking place in consumption ensembles known about how this large and important consumer group responds
(Barnhart & Peñaloza, 2013), or different types of assisted con- to advertising, because most advertising research is focused on youn-
sumption (Ho & Shirahada, 2020). ger consumer groups, such as the millennials. Future research might
Further, there is a need for more knowledge about how suffer- also want to investigate how elderly consumers respond to new forms
ing losses, such as a significant person, home, or pet can affect con- of (digital) advertising, thereby continuing the work of Nunan and Di
sumption patterns and consumer behavior at large. This is also Domenico (2019).
connected to the COVID-19 pandemic, which affected many There were even fewer articles in our review about the second
elderly consumers (e.g., Sattari & Billore, 2020). Our literature topic in this theme, elderly consumers and brands. Interestingly, the
review did, however, not include any research specifically on this research in this area provided some contradictory findings. Some of
topic, because no such articles that met our search criteria the articles in our analysis showed that elderly consumers differ from
(e.g., articles published in journals listed in the Academic Journal younger consumer groups in that they are more brand loyal and prefer
Guide) were published before the cut-off date of our article search older brands (Lambert-Pandraud et al., 2005; Lambert-Pandraud &
(April 2021). There may have been articles on this topic in other Laurent, 2010), but Phua et al. (2020) contradict these findings, find-
research fields and journals at the time, but these would have been ing no differences between the age groups. Future research should
outside of the scope of the present review. investigate the implications of these new findings and examine
Finally, the articles on the third research topic, reactions to whether the differences are due to contextual factors (e.g., type of
aging, are more recent and our hope is that they represent the start products, cultural context) or to changes in the elderly consumer
of a new area of research. Future research may want to examine group (e.g., new generational cohorts entering the group). The articles
how marketing could help alleviate and counter negative reactions about the third research topic in this theme, elderly consumers and
to aging in elderly consumers. Mirroring the development in mar- services, indicate that services are more important to elderly con-
keting research overall, there is also a promising path for research sumers than to other consumer groups (Grougiou & Pettigrew, 2011;
on elderly consumers to become more inclusive and diverse. One Plaud & Guillemot, 2015), but also that their responses to services can
way to achieve this would be to avoid the use of age stereotypes differ from those of other consumers (Lumpkin & Hite, 1988). There
and static segmenting of elderly consumers and to continue the is, however, no research about how service encounters should be
investigation of the effects of stereotypes of elderly consumers designed to suit elderly consumers, or about what aspects of service
(Bae et al., 2018; Groeppel-Klein et al., 2017). As we noted in our encounters are most important for the customer satisfaction of this
analysis of the second theme, few articles have studied negative consumer group. It is also possible that responses to service encoun-
reactions to aging and age stereotypes in consumers, which should ters in the elderly consumer group will develop differently over the
thus be a promising area for future research. Similarly, age stereo- coming years, when even more services are digitalized, and new
types are often complex, combining more than one set of stereo- cohorts enter the elderly consumer group. For example, many finan-
types, and future research should therefore consider examining an cial services and healthcare services have been digitized, whereas
intersectionality of stereotypes concerning, for example, age, gen- other service areas remain mostly unchanged (e.g., the services pro-
der, and race (Gopaldas & Siebert, 2018). vided in most restaurants).
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BERG AND LILJEDAL 1657

The fourth research topic in this theme, elderly consumers and partially influences pro-environmental behavior (Guiot et al., 2019),
retailing, was studied in many articles in our literature review, but the while other physiological, psychological, and sociological processes
articles are scattered over a large number of topics and the studies involved in aging (Moschis, 2012) also help explain, predict, and affect
reported in them were often carried out in limited geographical set- sustainable behavior. The positive responses of elderly consumers to
tings with small samples. The findings from the articles on this topic emotional advertising appeals (Drolet et al., 2007; Williams &
show that retailers have insufficient knowledge about the consumer Drolet, 2005) may indicate that marketing communication messages
group to assess their customer satisfaction (Johnson-Hillery using advertising appeals targeted specifically to this group could be
et al., 1997) and the most important retail attributes to the group an effective technique to promote more sustainable consump-
(Oates et al., 1996). Future research could examine the customer sat- tion in it.
isfaction and preferences of the elderly consumer group related to
retailing further. There is also an opportunity here for conducting
research in the intersection of retail and other research topics, such as 6 | CONC LU SION
new retail technologies and service technologies. Another research
question of interest would be how retailers have adapted to meet the The marketing research on elderly consumers reviewed in this paper
needs of elderly consumers during the COVID-19 pandemic. In many can be described as a niche stream of marketing research, but a niche
ways, the research on the fifth research topic, elderly consumers and research stream that is both rich and fragmented. In most marketing
tourism, is similar to the research about elderly consumers and retail- research, however, elderly consumers are seldom included in studies
ing. Although not dating as far back in time, the research on elderly and analyses. Based on our literature review, we would argue that
consumers as tourists and travelers has been carried out in many var- including an age perspective on marketing research is just as relevant
ied and specific contexts, limiting its ability to provide generalizable as, for example, a gender perspective. As our literature review shows,
conclusions. Future research should therefore replicate some of the there are large gaps in the extant knowledge about elderly consumers,
research in this area with larger and more diverse samples, as well as gaps that we hope that future research will be able to address. Our
with new cohorts, as these enter the market, and the tourism sector specific suggestions for future research have been outlined in
develops and changes over time. Future research could also apply section 5 and is summarized in Table 4, organized by theme and
some of the findings from the research about elderly consumers and research topics. In terms of more general recommendations for future
brands, to examine whether this group stays loyal or changes tourism research, we propose three overarching research directions, based on
and travel brands more or less frequently than other consumer groups our literature review. The first direction is that research on elderly
(Phua et al., 2020). Other interesting research topics for future consumers should not only attempt to produce new knowledge, but
research would be how the wellbeing of elderly consumers can be also to replicate previous research. As new cohorts enter the elderly
increased through tourism and which aspects of tourism are most consumer group and new technologies change many areas of market-
important for the consumer group (Pestana et al., 2020). Future ing and consumption, some of the previous research findings will need
research should also examine the effects of the COVID-19 pandemic to be reevaluated. The second research direction we propose is that
in relation to elderly consumers in tourism. the marketing research on elderly consumers needs to develop in tan-
In terms of research on elderly consumers and new technologies, dem with other research fields, such as psychology, gerontology, and
there is a need for more research investigating how technologies can technology. Moving forward, it is important to continually introduce
assist elderly consumers (e.g., increase ability and reduce vulnerability) the latest research findings from other disciplines to the marketing
and how elderly consumers respond to new technologies. As noted by research on elderly consumers. A third, and final direction for future
Nunan and Di Domenico (2019), future research should pay less research is to aim for a more geographically and culturally diverse
attention to the negative implications of introducing new technology research stream. Consumer research increasingly includes a global
for elderly consumers and focus more on its potential to provide perspective in terms of both cultural awareness and multinational
wellbeing (Bianchi, 2021) and value creation (Nunan & Di samples (Merz et al., 2008; Sudbury Riley et al., 2012, 2015;
Domenico, 2019; Pera et al., 2020) for the group. This is increasingly cf. Craig & Douglas, 2001), something that is largely missing in the
important as new cohorts, who are likely to be more educated and marketing research on elderly consumers. Large portions of the world
used to a fast-paced technological development, enter the elderly now have a population where less than 10 percent are aged 65 or
consumer group. We believe that research on AI and voice control over (United Nations, 2019). It would seem likely that consumer aging
can be particularly interesting here, especially for those elderly con- would be different in those countries. Extending this field of research
sumers who may otherwise rely completely on consumption ensem- over time would likely create a new research opportunity in exploring
bles (Barnhart & Peñaloza, 2013). Finally, our last research topic, consumer aging in countries where the share of elderly consumers
elderly consumers and sustainability, provides a fertile ground for has previously been small.
future research. As the relative size of the elderly consumer group
increases, it becomes increasingly important for this consumer group CONFLIC T OF INT ER E ST
to adapt to a more sustainable consumption. Chronological age only The authors have no conflict of interest to declare.
 14706431, 2022, 5, Downloaded from https://onlinelibrary.wiley.com/doi/10.1111/ijcs.12830, Wiley Online Library on [17/12/2022]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License
1658 BERG AND LILJEDAL

DATA AVAI LAB ILITY S TATEMENT Baek, K. J. (2020). The perception of makeup for the elderly and the
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ated or analysed during the current study.
Barak, B., & Schiffman, L. G. (1981). Cognitive age: A non-chronological
age variable. Advances in Consumer Research, 8, 602–606.
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