The researchers begin by noting the aging of the population, the desire of seniors to stay in their own homes, and the shortage of skilled people willing to provide home health care. Together, these create a potential market for smart home technologies, which incorporate sensors and trackers to monitor residents who have physical, sensory and/or cognitive impairments, then issue a call for help if needed.
But sales of these devices have been far below what we’d expect, given the potential. The researchers propose that a major explanation for this is the complexity of a choice so central to survival and one often requiring notable financial expenditures. This impacts not only the seniors themselves, but also the younger relatives concerned with the seniors’ welfare. The involvement of the others in itself adds to the complexity, stress, and feelings of choice overload. A senior can feel their independence is threatened when younger relatives want to make important decisions for them.
Compared to price-frame labels, age-frame labels were found to reduce the complexity and consequently increase probability of purchase of a smart home technology. Related to this, younger family members expressed less need to intervene in the senior’s smart home decisions made on the basis of age-frame labels.
Price-frame tags used in the studies were in the format “Economy,” “Standard,” and “Premium.” Age-frame tags were in the format “Ideal up to 70 years,” “Ideal up to 75 years,” and “Ideal over 75 years.” An exception to the general finding of age-framing facilitating purchase intentions was with the very old. The researchers attribute this to a resistance to change accompanying advanced age.
In 1846, Alexander Turney Stewart introduced a labeling innovation to American emporiums. Every item in his Marble Dry Goods Place on the east side of Broadway in New York City carried a price tag. Most other stores at that time expected customers to haggle with the merchant about the price. Stewart’s price tagging was so successful that by the late nineteenth century, it was almost universally used in store retailing.
With growing attention toward marketing to seniors now, an innovation which proves to boost selling success to them can be age-frame labels.
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