Older Consumer Responses to Marketing Stimuli: The Power of Subjective Age Subjective age has been an important construct in studies of older consumers. The present study builds upon previous research by providing theory-based consumer behavior consequences of subjective age. Using both empirical and humanistic designs, the study examines the influence of subjective age on various old age–appropriate consumer behaviors, interest in age-segmented stimuli (senior discounts), and responses to old-age stereotypes in advertisements. The study findings suggest implications for theory and practice. Directions for future research are also suggested. INTRODUCTION During the past two decades, marketers and ad- vertisers have been paying increasing attention to the rapidly growing segment of older consumers. Yet, many practitioners are still faced with the challenges surrounding the development of effec- tive strategies to appeal to older consumers. Not only do they have limited information on this consumer segment, but also much of the informa- tion is quite often contradictory (Moschis, Lee, and Mathur, 1997). And while older consumers are generally more satisfied with businesses than younger consumers, a significant number of them are offended because of the way marketers and advertisers have tried to appeal to them. For ex- ample, one large-scale study found that one-third of the 55-and-older age group had boycotted prod- ucts and vendors because of improper age stereo- typing in their advertisements (Moschis, 1994). One of the long-standing issues in marketing to older adults focuses on whether the senior market should be targeted with products and promotions offered exclusively to them (e.g., senior dis- counts). Advocates of this approach point out the benefits of developing products that best meet the needs of these segments, while others point to the risks of stigmatizing these consumers because of their age (e.g., Moschis, 1992; Tepper, 1994). Available data seem to suggest that some consum- ers are likely to respond favorably toward mar- keting stimuli that target them while others are likely to be offended (e.g., Milliman and Erff- meyer, 1989; Moschis, 1994; Tepper, 1994). The present study attempts to understand dif- ferences in older consumers’ responses to market- ing offerings, including products, sales promotions, and advertisements. Explanations for differences in responses are sought in theories of gerontology and social psychology that explain shifts in self- concept in later life. We focus on one relevant dimension of self-concept, subjective age, because previous studies have demonstrated its useful- ness in understanding consumer behavior in later life (e.g., Gwinner and Stephens, 2001; Stephens, 1991; Szmigin and Carrigan, 2001; Tepper, 1994; Wilkes, 1992). Specifically, the study examines the influence of subjective age on various old age–appropriate consumer behaviors, interest in age-targeted promotions (senior discounts), and responses to old-age stereotypes in advertisements. The concept of subjective age Wilkes’ (1992) research found that for older women (age 60 to 79) subjective age was negatively associated with fashion interest, entertainment activity, and cultural activity. These findings are GEORGE P. MOSCHIS Georgia State University gmoschis@gsu.edu ANIL MATHUR Hofstra University Anil.mathur@hofstra.edu DOI: 10.2501/S0021849906060326 September 2006 JOURNAL OF ADVERTISING RESEARCH 339