| The growth in the 60 years and over segment of the population has attracted the attention of marketers. Despite this interest, little is known about the elderly population's sensitivity to marketing and social influences which affect brand choice.;Based on the activity model of aging, it was hypothesized that no age related differences would occur in (1) susceptibility to reference group influence, or in (2) perceived importance of pre-purchase information sources regarding brand decisions when health status, socio-economic status, perceived financial status, self-confidence, and information seeking behavior are controlled.;The sample consisted of 182 adults ranging in age from 40 to 75 years and over. The sample was partitioned into four age groups; 40-49 years, 50-59 years, 60-74 years, and 75 years and over.;A field study methodology was utilized. Reference group influence was measured by responses to a hand-delivered questionnaire containing a modified version of Park and Lessig's reference group influence manifestation statements. Perceived importance of twelve sources of pre-purchase information was measured by a five-point Likert-type scale.;The major purpose of this study was to explore for age related differences in susceptibility to reference group influence regarding the brand choice of seven products and services representing durable and nondurable goods. A secondary issue of this work was to investigate the perceived importance of several pre-purchase information sources regarding brand decisions.;Analysis of variance with covariates, discriminant, reliability, and factor analyses were performed. The reference group influence measure was found to have both acceptable reliability (alpha range .69-.88) and construct validity.;Hypothesis one was largely supported. Weak support was provided for hypothesis two. Few age related differences in susceptibility to reference group influence were found regarding brand decisions. However, the middle aged subjects were more susceptible to utilitarian reference group influence for durables, while the elderly considered value-expressive reference group influence to be more important for brand decisions regarding both durable and nondurable goods. Radio and television were more often perceived as important sources of brand information by the elderly subjects for color television, clothing, and headache remedies. |
