Szmigin, I. and Carrigan, M.
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In the light of changing demographics this article seeks to identify whether 'older' consumers are innovative in their consumption behaviour. A domain specific scale is used among up-market consumers for leisure and tourism services. This scale has been extensively applied to consumers to identify predisposition towards innovative behaviour for specific products and services. A postal survey identified 'older' consumers as having a relatively high level of domain specific innovativeness. The authors suggest that as people age they do not necessarily become less interested in consumption and it is a mistake to ignore or alienate such a potentially lucrative market.
|Item Type:||Journal Article|
|Academic Unit/Department:||Open University Business School|
|Depositing User:||Users 2400 not found.|
|Date Deposited:||02 Mar 2009 16:40|
|Last Modified:||28 Mar 2011 09:33|
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