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Self-Perceived Age and Attitudes Toward Marketing of Older Consumers in China

Ying, B. & Yao, R. (2010). Self-perceived age and attitudes toward marketing of older consumers in China. Journal of Family and Economic Issues, 31(3), 318-327.

35 Pages Posted: 3 Mar 2016

See all articles by Bin Ying

Bin Ying

Zhongnan University of Economics and Law-Business Administration School

Rui Yao

University of Missouri at Columbia - Department of Personal Finance Planning

Date Written: 2010

Abstract

Understanding consumer psychological characteristics and their impact on consumer behavior is an important foundation for business marketing strategies. Self-perceived age has a great impact on older consumers' behavior. This article defines the gray market in China, investigates the factors that affect the differences between older consumers' self-perceived age and life age, and analyzes the influence of self-perceived age on older Chinese consumers' behavior. In this study, 1,120 older consumers were randomly selected from six cities in China. Findings show that over half of the respondents feel younger than their actual life age. Related marketing strategies are discussed.

Keywords: Consumer Behavior, Life Age, Older Consumer, Physiological Age, Self-perceived Age

Suggested Citation

Ying, Bin and Yao, Rui, Self-Perceived Age and Attitudes Toward Marketing of Older Consumers in China (2010). Ying, B. & Yao, R. (2010). Self-perceived age and attitudes toward marketing of older consumers in China. Journal of Family and Economic Issues, 31(3), 318-327., Available at SSRN: https://ssrn.com/abstract=2740147

Bin Ying

Zhongnan University of Economics and Law-Business Administration School ( email )

No.143, Wuluo Road
Wuhan, Hubei 430060
China
86-27-6266-5086 (Phone)
86-27-8838-8518 (Fax)

Rui Yao (Contact Author)

University of Missouri at Columbia - Department of Personal Finance Planning ( email )

239 Stanley Hall
Columbia, MO 65211-7700
United States
573-882-9343 (Phone)
573-884-8389 (Fax)

HOME PAGE: http://pfp.missouri.edu/faculty_yao.html

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