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OverviewThere are more people over 50 than ever before, with numbers likely to continue to rise. They are wealthier, healthier and happier than our old stereotypical images lead us to believe, yet this segment of the market is under-researched. In Understanding the Older Consumer, Barrie Gunter provides a detailed examination of the demographic, behavioural and psychological profiles of this group. He shows that without the responsibilities of loans and child raising and with better financial provision than in previous years, the over-50s represent a powerful spending force. In order to reach this group, marketers need to know how best to target advertising and respond to the changes that have occurred. Understanding the Older Consumer provides a wealth of information on older people's lifestyles and leisure, their interest in the mass media, their perceptions of advertising and their shopping preferences that will be invaluable to students of marketing, media and social psychology. Full Product DetailsAuthor: Barrie Gunter (University of Leicester, UK)Publisher: Taylor & Francis Ltd Imprint: Routledge Weight: 0.453kg ISBN: 9781138462625ISBN 10: 1138462624 Pages: 188 Publication Date: 11 September 2017 Audience: College/higher education , Professional and scholarly , Undergraduate , Postgraduate, Research & Scholarly Format: Hardback Publisher's Status: Active Availability: In Print This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us. Table of ContentsReviewsAuthor InformationBarrie Gunter is a psychologist and Professor of Journalism at the University of Sheffield. He has written over 30 books on various media, marketing and management topics and conducted his own widespread research on media and advertising issues. Tab Content 6Author Website:Countries AvailableAll regions |