Younger consumers seek the excitement of novelty, while older consumers seek the calmness of familiarity. In one set of studies, participants were offered choices of tea, bottled water, and music. The older participants were more likely than the younger ones to select “a relaxing blend of chamomile and mint” over “a refreshing peppermint blend,” the bottle of “Pure Calm” water labeled in green over the “Pure Excitement” water labeled in bright orange, and the relaxed-tempo version of the song “Such Great Heights.”
Such findings can lead marketers to avoid presenting novel offerings to seniors. However, a preference for the familiar is not the same as emotional upset from the unfamiliar. Results from a Stanford University study of people ranging in age from 18 to 94 years indicate that older adults actually experience less negative emotion when encountering novel situations in their daily lives than do younger adults
Study participants were asked to rate their everyday experiences on dimensions of newness, unfamiliarity, and unexpectedness five times a day for a total of seven days. The accompanying emotional reactions were measured via participant self-ratings of intensity using positive descriptors, such as excitement and contentment, and negative descriptors, such as boredom and frustration.
The researchers say the lowered emotional reactivity to novel situations among the older participants is due to a general lowered emotional reactivity which comes with advanced age. Researchers from University of Zurich contend that what distinguishes consumers who live happily into their advanced years is composure and poise. These reduce problems of daily living to manageable levels.
The Stanford University researchers remind us that the nature of emotional reactions depends on the nature of the novelty. Being invited to explore new travel destinations is different from being required to change where you live.
The Stanford University researchers present their findings as suggestive, not conclusive. They point to the evidence from prior studies that participation by older adults in a variety of experiences will contribute to physical, cognitive, and emotional health. So unless subsequent research results suggest otherwise, and without overwhelming the capacity to handle change, offer older customers and clients a smorgasbord of novelty to energize the familiar.
Successfully influence the most prosperous & most loyal consumer age group. For the specific strategies & tactics you need, click here.
Click for more…
Keep Senior Shoppers From Worst Impulses
No comments:
Post a Comment