Marketing Product Innovations to the Elderly: Understanding the Barriers to Adoption

Dale A. Lunsford · Melissa S. Burnett

78 citations0/0 files storedJournal of Consumer Marketing

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Technology Use by Older Adults Marketing and Advertising Strategies Consumer Behavior and Marketing Influence

Abstract

Discusses five barriers to new product adoption by older people. Offers marketing solutions to these barriers: sell value, communicate through children, segment the elderly market, design intergenerational products, utilize relationship marketing and promote product trial. Concludes that marketing innovations to the elderly is different than for other age groups, with a requirement to focus specifically on need, not newness.

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2004Shopping for a better world? An interpretive study of the potential for ethical consumption within the older market 2015Social Contagion and Customer Adoption of New Sales Channels 1998Barriers to the adoption of really‐new products and the role of surrogate buyers 2017Origins and consequences of technology acquirement by independent-living seniors: towards an integrative model 2013Telecare services for aging people: Assessment of critical factors influencing the adoption intention 2011Laggards as Innovators? Old Users as Designers of New Services & Service Systems.2010Applying the Disruptive Innovation Framework to the Silver Market 2015Evolution of technology perceptions over time

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