Older Adults Attitudes Toward And Adoption Of Personal Computers And Computer-Based Lifestyle Assistance

This research examined the attitudes of older adults toward personal computers and the many roles they may play in their lives. The findings indicate that mature adults appear receptive to select forms of computer-based lifestyle assistance. Younger, more active older adults who have computer experience appear more receptive. Obstacles to product adoption include cost, psychological fears, and computer literacy

An Applied Investigation Of Rogers And Shoemakers Perceived Innovation Attribute Typology When Marketing To Elderly Consumers

Rogers and Shoemakers typology of innovation, which has long represented the bench mark for research on the relationship of perceive innovation characteristics to the diffusion process, may not be appropriate for most marketing innovations according to the theoretical and empirical evidence developed in this research. The appropriateness of the innovation typology was investigated across innovations classified on a continuous-discontinuous continuum. The results suggest their model is appropriate for discontinuous innovations, but that respondents evaluated the continuous innovation along dissimilar dimensions, which were also smaller in number. The results argued for marketing appeals based on the determinant perceptual dimensions of innovations. For discontinuous innovations, marketing efforts should primarily focus on addressing the relative advantage and observability of the innovation. Organizations marketing continuous innovations should focus on the economic and performance advantages and ease of use associated with the product

Religiosity, Attitude Toward Business, and Ethical Beliefs: Hispanic Consumers in the United States

Growth of the Hispanic consumer population in America is changing the marketplace landscape. Due to their considerable buying power, a better understanding of Hispanic consumer behavior has become a necessity. The marketing literature has examined issues regarding religiosity and attitude toward business in regards to consumer ethical beliefs as well as research differentiating consumers on the basis of ethnicity due to their inherently different religious principles. Therefore, the present study contributes to the existing consumer ethics literature by examining the roles of religiosity and attitude toward business in determining consumer ethical beliefs. Furthermore, this study compares the relationships among religiosity, attitude toward business, and ethical beliefs at the sub-cultural level (i. e., between Hispanic and Anglo-American consumers). Survey data compare a sample of 187 predominately Catholic Hispanic consumers with a sample of 127 predominately protestant Anglo consumers. Results suggest a positive relationship between intrinsic religiousness and beliefs that questionable consumer activities are unethical. However, extrinsic religiousness does not impact consumer views as to the ethicality of consumer practices. Hispanics exhibit higher levels of extrinsic religiousness than Anglos, but no difference in terms of their intrinsic religiousness. Results also suggest that Hispanics have a more negative attitude toward business than Anglos do. Implications of these results are discussed. © 2012 Springer Science+Business Media B.V