𝔖 Bobbio Scriptorium
✦   LIBER   ✦

Another view of older consumers and catalog shopping

✍ Scribed by Brian Davis; Warren A. French

Publisher
John Wiley and Sons
Year
1991
Weight
881 KB
Volume
5
Category
Article
ISSN
0892-0591

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✦ Synopsis

This article presents the results of a study of older consumers in which catalog users were compared with catalog nonusers. Using a national sample of over 700 older men and women, catalog users and nonusers were compared o n an array of psychographic, activity, and media-usage variables. Differences between catalog users and nonusers were evident in all three areas. Compared t o catalog nonusers, catalog users were found to be more venturesome, more fashion-conscious, more open to change, and more socially engaged. In addition to these psychographic differences, a number of significant differences in the areas of lifestyle activities and media usage were found relative t o potential advertising strategy. Finally, several interesting parallels between this study and previous studies of older consumers are discussed.

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