TY  - JOUR
AB  - Discusses five barriers to new product adoption by older people.
Offers marketing solutions to these barriers: sell value, communicate
through children, segment the elderly market, design intergenerational
products, utilize relationship marketing and promote product trial.
Concludes that marketing innovations to the elderly is different than
for other age groups, with a requirement to focus specifically on need,
not newness.
VL  - 9
IS  - 4
SN  - 0736-3761
DO  - 10.1108/07363769210037097
UR  - https://doi.org/10.1108/07363769210037097
AU  - Lunsford Dale A.
AU  - Burnett Melissa S.
PY  - 1992
Y1  - 1992/01/01
TI  - Marketing Product Innovations to the Elderly: Understanding the Barriers to Adoption
T2  - Journal of Consumer Marketing
PB  - MCB UP Ltd
SP  - 53
EP  - 62
Y2  - 2024/04/20
ER  -