Understanding the Older Consumer

In Understanding the Older Consumer, Barrie Gunter provides a detailed examination of the demographic, behavioural and psychological profiles of the older consumer. 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, Barrie Gunter shows how 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.

Barrie 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.

Chapter 1 The importance of the older consumer; Chapter 2 Demographics and consumption patterns; Chapter 3 Lifestyles, life stages and consumption; Chapter 4 Leisure and media use; Chapter 5 Representation and image; Chapter 6 The importance and effectiveness of advertising; Chapter 7 The future and the older consumer;