Aging Consumer

Aimee Drolet, MA, AM, and Ph.D. is the Marion Anderson Chair of Management, The Anderson School at the University of California, Los Angeles, USA (UCLA). She specializes in consumer decision-making. Her research looks at the mental processes underlying consumers’ choices, specifically focusing on decision-making among older consumers. Her latest research focuses on the development of habits and on the preference for moderation.Carolyn Yoon, MBA, Ph.D., is Professor of Marketing at the Stephen M. Ross School of Business, University of Michigan, USA. Her research investigates psychological and neural mechanisms underlying decision processes across the lifespan, with a focus on generating insights that facilitate improvements in life satisfaction and well-being among older consumers.

"This book is a definitive overview of the important research on aging. It provides an up-to-date review of the latest research on aging, a demographic reality that should be on everyone’s radar and one of the largest challenges of our time." —David Aaker, Professor Emeritus at University of California, Berkeley, USA"A remarkable synthesis of the latest thinking, theories, and findings about our maturing population, and its ramifications for both business and society. The book is remarkable both for its breadth of perspective—psychological, sociological, neuroscientific, economic, political—and detailed discussions of how the graying demographic will impact our collective future." —Itamar Simonson, Sebastian S. Kresge Pofessor, Stanford Graduate School of Business, Stanford University, USA

• Part I: Cognitive Changes with Age 1. Cognitive Neuroscience of Aging 2. Changes in Memory and Metacognition in Older Adulthood 3. Motivated Cognition and Curiosity in the Aging Consumer Part II: Influence of Aging on Decision Making 4. Aging-related Changes in Decision Making 5. Effects of Age on Risky and Intertemporal Choices: Decision Strategies and Real-World Implications 6. Effects of Age on Spending Behavior for Consumer Packaged Goods Part III: Implications of Aging on Consumer Behavior 7. Successful Retirement: From Retiring to Rewiring 8. Impact of Age on Brand Choice 9. Comprehension of and Vulnerability to Persuasive Marketing Communications among Older Consumers 10. Age Branding 11. Designing Products for Older Consumers: A Human Factors Perspective Part IV: New Direction in Aging Research 12. Subjective Age and Older Consumers 13. Aging Across the World: The Interplay of Demographic, Economic, Historical, and Cultural Factors 14. The Influence of Creativity on Objective and Subjective Well-being in Older Adulthood 15. Are Young Adults More Narcissistic Than Older Adults? 16. Smart Living for Older People and the Aging Consumer