George P. Moschis

The Role of Family Communication in Consumer Socialization of Children and Adolescents

While studies of communication effects on consumer behavior of the young have focused mainly on the effects of mass media (advertising in particular), little research has examined the effects of interpersonal communication. One finds relatively little theoretical and empirical work regarding the role of interpersonal communication in the development of consumer behavior of young people. This article deals with one important type of interpersonal communication—family communication. It conceptualizes the family communication processes and effects, reviews literature regarding the role of family communication in consumer learning of children and adolescents, develops a set of propositions on the basis of theory research, and suggests directions for future research.

Decision Making among the Young: A Socialization Perspective

This article examines decision-making patterns among teen-age consumers. Variables associated with several stages in the decision-making process (information seeking, product evaluation, and purchase), as well as “anticipatory” cognitions regarding family decision making are examined within the context of general theories of socialization.

Television and Interpersonal Influences on Adolescent Consumer Learning

A model of consumer socialization is developed and tested. The development of the model is guided by theoretical notions and empirical findings drawn from various disciplinary areas, and the model is tested using two-stage least squares. The empirical results presented contribute to the understanding of the influence of television, family, and peers on adolescent consumer learning.

Marketing to older adults: an updated overview of present knowledge and practice

The changing demographics and the aging of the population are affecting the age composition of consumer markets. This, in turn, creates opportunities and challenges for organizations serving consumer markets. This article reviews some corporate challenges and opportunities facing the corporate American due to the aging marketplace. A list of actionable guidelines suggested for strategy development. These guidelines are based on present knowledge about the mature market. While the effectiveness of the recommended strategies is likely to vary across situations and sub‐segments, it is hoped that they would be effective in most settings.

A Longitudinal Study of Television Advertising Effects

While many research questions regarding the effects of television advertising in consumer socialization require longitudinal research designs, nearly all previous research studies in the area have been cross-sectional or experimental. This article presents the results of a longitudinal study using a two-wave panel of adolescents with lag greater than a year. The study attempts to answer some questions regarding the effects of television advertising in the short run as well as in the long run.

Targeting the mature market: opportunities and challenges

Points out that the aging population has captured the attention of marketers, but that many companies are still uncertain as to whether they should, or how they should, go about marketing to the mature market. Highlights some of the key issues marketers are confronted with and discusses reasons for implementation of certain strategies. Concludes that, for marketing strategies to be effective, they should take into consideration the heterogeneity of the mature market and the specific product or service being marketed. Uses the results of recent studies to illustrate how such target product‐specific strategies can be developed.

Patronage motives of mature consumers in the selection of food and grocery stores

We live in an aging society, thus, it is important for businesses to develop a solid understanding of the older consumer. The food and grocery store industry is no exception since mature consumers spend more money on the average at food stores than their younger aged counterparts. Because there are marked differences within the large, mature consumer market, different marketing strategies are required even within this market to ensure the greatest success. This research employs a random, nation‐wide, sample of 10,500 names of household heads drawn from seven age categories. The literature from a wide range of disciplines was examined to explore factors and events affecting preferences and motives in the selection of food stores. Using factor analysis, four gerontological segments resulted that best describe the mature consumer market. Marketing strategies are offered suggesting how to most effectively appeal to older consumers in general as well as more precise strategies for successfully appealing to the four gerontological segments.

A study of life events and changes in patronage preferences

Abstract Retail patronage studies usually attempt to profile and understand loyal customers. This paper presents a study of changes in patronage preferences. Based on theory and research, it is proposed that changes in patronage preferences and development of patronage orientations are the result of life events that serve as markers of life transitions. These life events create new consumption needs and are stressful because they create demand for readjustment. People are likely to change their patronage preferences as they attempt to change their consumption lifestyles to cope with stressful life changes and satisfy new consumption needs. The data support these notions and suggest implications for retailers.

Marketing to the Older Consumer: A Handbook of Information for Strategy Development

Overview The Older Consumer Market Characteristics of Older Consumers Aging and Age-Related Changes Understanding Changes in Late Life The Older Consumer as an Information Processor Lifestyles Mass Media Use Expenditure and Consumption Patterns Shopping Behavior Product Acquisition and Consumption Vulnerability and Dis/Satisfaction Conclusions and Recommendations

Stress and consumer behavior

Although stress research has received increased attention in the behavioral and social sciences, it has been virtually ignored by marketing researchers. This paper attempts to advance the stress perspective as a useful framework in consumer research. First, the author presents theoretical and conceptual foundations of stress research. Second, the author develops a general conceptual model of the causes and consequences of stress on the basis of theory and research. The model serves as a blueprint for presenting theory and research on stress, organizing and interpreting findings of consumer studies in the context of stress theory, and developing propositions for needed research. Finally, the author provides a research agenda to guide future studies in this area.