What is it about?
Different segments of baby boomers based on self-perceived age
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Why is it important?
Research shows that self-perceived age - the age we feel, not the age we are - tells us more about marketplace behaviour than does chronolgical age.
Perspectives
Not enough research focuses on older consumers, so this adds to the small but increasing amount of knowledge we have.
Dr Lynn Sudbury-Riley
University of Liverpool
Read the Original
This page is a summary of: Baby Boomers of different nations, International Marketing Review, May 2015, Emerald,
DOI: 10.1108/imr-09-2013-0221.
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