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Active and wealthy Brazilian older adults: identity and consumption motivations

Active and wealthy Brazilian older adults: identity and consumption motivations PurposeThis paper aims to explore the relationship between identity construction and consumption motivation of the socially active and wealthy Brazilian older adults, applying a new approach that focuses on important circumstances and life events retrieved through storytelling.Design/methodology/approachUsing in-depth semi-structured interviews with socially active and wealthy older Brazilian consumers, this study adopts “Noting, Collecting and Thinking about Things” (NCT) and two-cycle coding methods to explore the qualitative data.FindingsThe results indicate the need to explore identity construction and consumption motivation in an integrated matter. Life circumstances and events help explain older consumers’ identities and its impact on main consumption motivations, which include self-expression, a need for social contact and relationships, attachment, detachment, nostalgia, knowledge appreciation and technology affinity, among others. An integrated approach allows for the identification of new consumption motivations.Practical implicationsThe main consumption motivations identified in this study help delineate some new marketing strategies targeted to older consumers, such as taking into account the importance of building relationships with older customers, adopting family references to promote products and services, taking into account the value older customers place on technology usage and being connected with current matters and treating the elderly as a heterogeneous group, among others.Originality/valueThis paper focuses on an attractive and yet unexplored segment of older consumers in the literature, contextualizing their identity and consumption motivations in an integrated fashion, rather than studying these concepts in isolation. New marketing strategies targeted to the older consumers are identified. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Active and wealthy Brazilian older adults: identity and consumption motivations

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0736-3761
DOI
10.1108/JCM-12-2017-2496
Publisher site
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Abstract

PurposeThis paper aims to explore the relationship between identity construction and consumption motivation of the socially active and wealthy Brazilian older adults, applying a new approach that focuses on important circumstances and life events retrieved through storytelling.Design/methodology/approachUsing in-depth semi-structured interviews with socially active and wealthy older Brazilian consumers, this study adopts “Noting, Collecting and Thinking about Things” (NCT) and two-cycle coding methods to explore the qualitative data.FindingsThe results indicate the need to explore identity construction and consumption motivation in an integrated matter. Life circumstances and events help explain older consumers’ identities and its impact on main consumption motivations, which include self-expression, a need for social contact and relationships, attachment, detachment, nostalgia, knowledge appreciation and technology affinity, among others. An integrated approach allows for the identification of new consumption motivations.Practical implicationsThe main consumption motivations identified in this study help delineate some new marketing strategies targeted to older consumers, such as taking into account the importance of building relationships with older customers, adopting family references to promote products and services, taking into account the value older customers place on technology usage and being connected with current matters and treating the elderly as a heterogeneous group, among others.Originality/valueThis paper focuses on an attractive and yet unexplored segment of older consumers in the literature, contextualizing their identity and consumption motivations in an integrated fashion, rather than studying these concepts in isolation. New marketing strategies targeted to the older consumers are identified.

Journal

Journal of Consumer Marketing – Emerald Publishing

Published: Aug 12, 2019

References

  • Hábitos alimentares da população idosa: Padrões de compra e consumo
  • Reflections: consumer culture theory - twenty years of research
  • Brand love: development and validation of a practical scale