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Decision Making and Brand Choice by Older Consumers

By Catherine Cole, Gilles Laurent, Hec Paris, Jane Ebert, Michael I. Norton and Harvard Business School


Catherine Cole and Gilles Laurent served as co-chairs of the workshop on “Choice by Older Consumers “ at the Choice Symposium (Philadelphia, June 2007), and are listed alphabetically. The remaining authors participated in the workshop and contributed equally to this article; they also are listed in alphabetical order. The present version is the longer version of the paper, and includes a complete list of references. A shortened version, including fewer references, was prepared to meet the page-length constraints of the special issue of Marketing Letters. We greatly appreciate the support and enthusiasm of Carolyn Yoon in organizing the session and reviewing the manuscript

Year: 2013
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