Age identity, stereotypes and older consumers’ service experiences
ISSN: 0887-6045
Article publication date: 28 May 2020
Issue publication date: 19 March 2021
Abstract
Purpose
This study aims to use the lens of the stereotype threat theory to explore older consumers’ age identity and experiences with service providers.
Design/methodology/approach
This study used semi-structured interviews with Australian consumers aged between 55 and 69. Data were examined using thematic analysis.
Findings
Older consumers justify a younger cognitive age by distancing themselves from the negative stereotypes associated with ageing and by associating themselves with attitudes and behaviours consistent with a younger age identity. Older consumers are confronted with age-based stereotype threats in a services context through four practices. Exposure to these threats results in service failure and can have a negative impact on both consumers’ ability to function effectively as consumers and their overall well-being.
Research limitations/implications
A more diverse sample is required to identify the extent to which age-based stereotype threats are experienced and which services marketing practices have the most detrimental impact on older consumers.
Practical implications
The findings provide insight for services marketers seeking to effectively cater for older consumers and have implications for service staff training, service technology and communications.
Social implications
The findings have implications for the well-being of older consumers in terms of their self-efficacy and self-esteem as well as their ability to function effectively as consumers.
Originality/value
This study contributes to the nascent understanding of older consumers’ experiences and their expectations of service interactions and advertising communication. The findings also extend the literature on service failure by demonstrating how age-based stereotypes threaten age identity, resulting in a negative customer experience.
Keywords
Acknowledgements
The authors gratefully acknowledge the funding support of the Special Broadcasting Service (SBS).
Citation
Westberg, K., Reid, M. and Kopanidis, F. (2021), "Age identity, stereotypes and older consumers’ service experiences", Journal of Services Marketing, Vol. 35 No. 1, pp. 54-64. https://doi.org/10.1108/JSM-10-2019-0386
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited