ABSTRACT
Over the last 2 decades, there has been a marked increase in the number of consumer studies investigating purchase and consumption processes from the perspective of the older consumer. This increase has been triggered, at least in part, by the demographic reality of rapid population aging across the globe. Past studies have been useful in improving our limited understanding of the older consumer from a marketing perspective, but there remains enormous potential to explore the aging process in terms of opportunities for transforming people’s lives in positive and enduring ways. Such an approach is timely and appropriate, given the numerous individual and societal implications of population aging that need to be addressed in the coming years.
