chapter  8
16 Pages

Comprehension of Marketing Communications Among Older Consumers

ByCarolyn M. Bonifield, Catherine A. Cole

According to the U.S. Census Bureau (, as of 2009 approximately 39 million Americans were aged 64 and older. Both new products and advertising directed toward this age group have increased over the past few years as companies such as Whirlpool, GE, Sony, L’Oreal, and Microsoft have shifted their product development and advertising strategies to target older consumers more aggressively (Glader 2008; Schechner & Kumar 2009). Both researchers and practitioners are interested in better understanding this rapidly growing older market.