Document Type

Article

Publication Date

3-1994

Abstract

This investigation explores labeling processes underlying age segmentation cue
effects on discount usage intentions. Depth interviews regarding participants' experiences using senior-citizen-type discounts reveal three levels of responsiveness to consumer offerings promoted with age segmentation cues: rejecting senior citizen discounts to avoid self-devaluation, rejecting senior citizen discounts to avoid stigmatization, and assigning positive meanings to the status that promotes senior citizen discount usage. An experimental investigation, undertaken to assess the sequential ordering of these levels of responsiveness, reveals that self-devaluation and perceived stigma mediate age segmentation cue effects on discount usage intention only for younger-aged elderly. Results lend support for a stage model of consumers' progression through phases of responsiveness to "senior citizen" labeling.

DOI

10.1086/209366

Comments

The original publication is available at http://www.jstor.org/stable/2489755.

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