Being Old Does Not Mean “All the Same”:
It has occurred to marketers that the senior market is not a single homogeneous segment but a diverse group of consumers, and that marketing strategies should be tailored to this diversity. However, existing research has not provided sufficient frameworks for capturing heterogeneity among the senior...
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| Format: | Article |
| Language: | Japanese |
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Japan Marketing Academy
2025-01-01
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| Series: | Maketingu Janaru |
| Subjects: | |
| Online Access: | https://www.jstage.jst.go.jp/article/marketing/45/1/45_2025.008/_html/-char/en |
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| _version_ | 1841550752956284928 |
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| author | Yuriko Isoda Rei Kudo Naoto Onzo |
| author_facet | Yuriko Isoda Rei Kudo Naoto Onzo |
| author_sort | Yuriko Isoda |
| collection | DOAJ |
| description | It has occurred to marketers that the senior market is not a single homogeneous segment but a diverse group of consumers, and that marketing strategies should be tailored to this diversity. However, existing research has not provided sufficient frameworks for capturing heterogeneity among the senior market. In this study, we used future time perspective (FTP) and future self-continuity (FSC) as indicators of diversity in the senior market and conducted an exploratory survey among senior women. The results showed that FTP had a negative effect on purchasing activity for non-consumable goods, whereas FSC had a positive effect. An interaction was also observed between FTP and FSC, indicating that the most active consumers were “senior women who have a strong connection with their future selves but feel that their remaining time is not long.” In contrast, “senior women who have a strong connection with their future selves and feel that their remaining time is long” tended to refrain from financial expenditures on the aforementioned goods. |
| format | Article |
| id | doaj-art-2ac17dd5280c4cac82315c68e0b2c6f1 |
| institution | Kabale University |
| issn | 0389-7265 2188-1669 |
| language | Japanese |
| publishDate | 2025-01-01 |
| publisher | Japan Marketing Academy |
| record_format | Article |
| series | Maketingu Janaru |
| spelling | doaj-art-2ac17dd5280c4cac82315c68e0b2c6f12025-01-10T03:45:05ZjpnJapan Marketing AcademyMaketingu Janaru0389-72652188-16692025-01-01451556310.7222/marketing.2025.008marketingBeing Old Does Not Mean “All the Same”:Yuriko Isoda0Rei Kudo1Naoto Onzo2Associate Professor, Graduate School of Business Administration, Osaka Metropolitan University, JapanResearcher, Institute for “Living Long, Living Good”, Halmek holdings Co., Ltd., JapanProfessor, School of Commerce, Waseda University, JapanIt has occurred to marketers that the senior market is not a single homogeneous segment but a diverse group of consumers, and that marketing strategies should be tailored to this diversity. However, existing research has not provided sufficient frameworks for capturing heterogeneity among the senior market. In this study, we used future time perspective (FTP) and future self-continuity (FSC) as indicators of diversity in the senior market and conducted an exploratory survey among senior women. The results showed that FTP had a negative effect on purchasing activity for non-consumable goods, whereas FSC had a positive effect. An interaction was also observed between FTP and FSC, indicating that the most active consumers were “senior women who have a strong connection with their future selves but feel that their remaining time is not long.” In contrast, “senior women who have a strong connection with their future selves and feel that their remaining time is long” tended to refrain from financial expenditures on the aforementioned goods.https://www.jstage.jst.go.jp/article/marketing/45/1/45_2025.008/_html/-char/enfuture time perspectivefuture self-continuitysenior marketingend-of-life planningtime constraints |
| spellingShingle | Yuriko Isoda Rei Kudo Naoto Onzo Being Old Does Not Mean “All the Same”: Maketingu Janaru future time perspective future self-continuity senior marketing end-of-life planning time constraints |
| title | Being Old Does Not Mean “All the Same”: |
| title_full | Being Old Does Not Mean “All the Same”: |
| title_fullStr | Being Old Does Not Mean “All the Same”: |
| title_full_unstemmed | Being Old Does Not Mean “All the Same”: |
| title_short | Being Old Does Not Mean “All the Same”: |
| title_sort | being old does not mean all the same |
| topic | future time perspective future self-continuity senior marketing end-of-life planning time constraints |
| url | https://www.jstage.jst.go.jp/article/marketing/45/1/45_2025.008/_html/-char/en |
| work_keys_str_mv | AT yurikoisoda beingolddoesnotmeanallthesame AT reikudo beingolddoesnotmeanallthesame AT naotoonzo beingolddoesnotmeanallthesame |