(2016)
The Baby Boomer Market Maven in the UK:
An Experienced Diffuser of Marketplace Information.
Journal of Marketing Management.
(In Press)
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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 |
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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
- The Baby Boomer Market Maven in the UK: An Experienced Diffuser of Marketplace Information. (deposited 15 Jan 2016 13:16) [Currently Displayed]