The Baby Boomer Market Maven in the UK: An Experienced Diffuser of Marketplace Information



(2016) The Baby Boomer Market Maven in the UK: An Experienced Diffuser of Marketplace Information. Journal of Marketing Management. (In Press)

WarningThere is a more recent version of this item available.
[img] Text
Final (accepted) JMM boomer mavens.pdf - Unspecified

Download (830kB)

Abstract

This study identifies and profiles market mavens among the baby boomer generation in the UK. Boomers are an important market segment, yet most advertising targets younger audiences, making word-of-mouth communications crucial among this older cohort. Findings suggest boomer mavens place great importance on ‘respect’ values, are particularly concerned with fashion, and compared to non-mavens are more likely to try new brands, watch more television, hold positive attitudes towards advertising, and seek out bargains. The study is useful to those businesses wishing to target a mature consumer who people perceive as a good source of marketplace information and who likes introducing new brands to others.

Item Type: Article
Depositing User: Symplectic Admin
Date Deposited: 15 Jan 2016 13:16
Last Modified: 16 Dec 2022 06:51
URI: https://livrepository.liverpool.ac.uk/id/eprint/2046870

Available Versions of this Item