New Research on Age identity, stereotypes, and older consumers’ service experiences

This study, funded by SBS, explored older consumers’ age identity and experiences with service providers using the lens of stereotype threat theory. Semi-structured interviews were conducted with Australian consumers aged between 55 and 69.

The findings indicate that older consumers often feel younger than their chronological age and justify this younger cognitive age by distancing themselves from the negative stereotypes associated with aging and by associating themselves with attitudes and behaviours consistent with a younger age identity. Older consumers are being confronted with age-based stereotype threats in a services context through four marketing practices. Exposure to these threats results in service failure and can have a negative impact on both consumers’ ability to function effectively as consumers and their overall well-being. The findings provide insight for services marketers seeking to effectively cater for older consumers and have implications for service staff training, service technology, and communications. This research also highlights a broader social issue that has implications for the well-being of older consumers in terms of their self-efficacy and self-esteem as well as their ability to function effectively as consumers.

Publication details: Westberg, K., Reid, M., Kopanidis, F. (2020). Age identity, stereotypes and older consumers’ service experiences, Journal of Services Marketing, doi.org/10.1108/JSM-10-2019-0386