Ageing and consumer behaviour: Challenges and opportunities

The population of older consumers in developed countries is ever growing. This shift in demographic makeup can be seen, for example, in the United States (Kalache, Barreto, & Keller, 2005) and underscores the importance of understanding the eects of ageing on consumer behaviour. The purpose of this chapter is to describe extant research on older adults’ consumer behaviour and to explore promising directions for future research.