What we do know and don’t know about marketing communications on mature consumers
ISSN: 0309-0566
Article publication date: 19 May 2023
Issue publication date: 27 June 2023
Abstract
Purpose
Given the increased significance and rapid growth of an ageing population, this review paper aims to define the mature consumer segment chronologically to resolve definitional inconsistencies found in prior marketing communications literature, identify the current state of the marketing communications field in terms of mature consumer research and highlight future research directions on mature consumers for marketing communications academics and practitioners.
Design/methodology/approach
A synthesis of existing marketing communication research on mature consumers (those aged 50+), published in top-tier journals since 1972, is provided. In total, 106 papers were identified in 21 marketing journals.
Findings
Three existing research themes were identified: market segmentation of mature consumers (we ground this theme in three inter-related facets: chronological age, health [physical and neurological] and self-perception of age [also referred to as cognitive age]); attitudes and behaviours of mature consumers; and marketing to mature consumers. This paper also proposes several future research themes: further definition of mature consumers and widening the scope of examination; segmenting mature consumers to account for heterogeneity; information processing of mature consumers cannot use a one-size-fits-all approach; the influence of marketing mix elements on mature consumers; and alternative methodologies to better understand mature consumers.
Research limitations/implications
Recognising the heterogeneity within the chronologically based mature consumer segment, this paper proposes an extended mature consumer definition which includes biological, psychological and social dimensions, as well as life events and life circumstances, rather than biological age alone.
Practical implications
In practical terms, understanding information processing of mature consumers cannot use a one-size-fits-all approach and marketing mix elements may affect behaviour differently within this segment. This will require alternative methodologies to understand these processes fully.
Originality/value
This synthesis of mature consumers research within the marketing communications field provides key research questions for future research to better understand this market segment and its implications for marketing communications, theory development and practice.
Keywords
Acknowledgements
Corrigendum: It has come to the attention of the publisher that the article: Yannopoulou, N., Manika, D., Chandrasapth, K., Tajvidi, M. and Wells, V. (2023), “What we do know and don’t know about marketing communications on mature consumers”, European Journal of Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/EJM-12-2020-0906 did not include Dr. Tajvidi’s current affiliation in the acknowledgement section. This information has now been added.
The authors would like to acknowledge Richard Clarke for his contribution to part of previous version of this research while working as a Research Assistant at Newcastle University.
Dr. Mina Tajvidi is currently a Lecturer (Assistant Professor) in Marketing at Queen Mary University of London, School of Business and Management, UK. The author was affiliated with Newcastle University at the time of the initial submission. However, she has joined Queen Mary University of London since 2021, and all subsequent revisions were conducted under her current affiliation.
Citation
Yannopoulou, N., Manika, D., Chandrasapth, K., Tajvidi, M. and Wells, V. (2023), "What we do know and don’t know about marketing communications on mature consumers", European Journal of Marketing, Vol. 57 No. 8, pp. 1969-1995. https://doi.org/10.1108/EJM-12-2020-0906
Publisher
:Emerald Publishing Limited
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