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The purpose of this study is to investigate the impact of patronizing by salespeople when interacting with older consumers in a retail situation of shopping for a mobile phone. In addition to patronizing behavior, the impact of the age of the salesperson and gender of the consumer are explored.

The study is based on statistical analyzes of a between-participants controlled experiment collected via an online survey of 338 members of the German Senior Citizens League.

The study contributes to the field of services marketing by confirming that older consumers reject patronizing sales interactions and by showing that men are more tolerant of condescendence than women, especially when younger salespeople are involved.

A limitation of this study is the use of fictional situations with a selected number of manipulated variables in a simulated sales interaction.

Rejection of a patronizing sales interaction was found to be similar by both genders with an older salesperson. Furthermore, retail shops of technical appliances could prevent potential problems by being cautious of having younger male salespeople interacting with older women customers.

Research on the impact of condescending sales interaction as perceived by older consumers is scarce and has not previously considered the role of customer gender and salesperson age. Beyond investigating the perception of participants to patronizing, the role of the salesperson age and customer gender were investigated.

The purpose of this paper is to examine a form of anti-consumption termed moral avoidance.

The study builds and tests a model of moral avoidance, using a sample (n=457) of adults aged 50-94 years.

Two distinct forms of this type of anti-consumption emerged, one based on exploitation of eco-systems and one on exploitation of humans. Ecology concerns and perceived consumer effectiveness are significant antecedents to both forms, while ethical ideology also impacts anti-consumption for social reasons. Greater numbers practice this form of anti-consumption for social reasons than for ecology reasons.

The study uncovers new underlying reasons why people practice moral avoidance and in so doing guides managers in their targeting and decision making.

The study is the first to demonstrate that this form of anti-consumption has two different perspectives: planet and people. Moreover, older adults are important ethical consumers, but no previous study has explored them from an anti-consumption perspective.

This chapter discusses the concept of productive ageing in Japan and Poland. Productive ageing is defined as any activity by older people which produces goods or services, whether paid or not. Productive ageing is slightly more narrowly defined than active ageing in so far it is focused on economic activity whereas active ageing covers a broader array of social activities. The chapter discusses activities of governments and employers in these three economies in promoting economic activities. The relative success of the Japanese economy in sustaining relative high levels of older employment is the result of active government interventions both in terms of adjusting pension policies to support working pensioners and intervening in employer practices. In Poland, government has struggled to raise older workers’ participation rates by raising pension ages and promoting older employment. In both countries, governments are recognising the economic impact of ageing demographics on the respective societies, but have had different levels of active involvement in intervening in employer practices. Finally, this chapter initiates a broader discussion of the situation in the discussed area not only in Poland, but in other countries of Central and Eastern Europe.

The purpose of this paper is to investigate self-perceived age among Baby Boomers in the UK, Germany, Japan, and Hungary, and identifies two horizontal segments based on the way consumers view their age.

Questionnaires were used to sample 880 Baby Boomers. Structural equation modeling is used to investigate multinational measurement invariance of the cognitive age scale.

Two distinct segments are identified, providing support for a young-at-heart consumer culture in all nations in the study. Results also find cognitive age to exhibit partial measurement invariance, which is expected given the disparate nations under study.

This research contributes to cross-cultural global age research which is still in an early pioneering stage. The study builds on a small number of previous studies that validate cognitive age, extends current knowledge of the measurement properties of cognitive age, and identifies two distinct international segments of Baby Boomers. Further research needs to delve into the antecedents of self-perceived age, particularly in the ways in which different life experiences and cultures may impact age identities.

The study has implications for marketing managers wishing to target the increasingly important young-at-heart Baby Boomer.

The study uses four non-American countries, uses samples matched for chronological age, and does not use convenience samples, which make it unique in the cognitive age literature. The study has value for marketing managers, global age researchers, and consumer culture researchers.

This paper aims to explain and analyze community‐based corporate knowledge sharing and organizational learning, the actual use of communities in Hewlett Packard (HP) Consulting and Integration (CI) and their role in leveraging and exploiting existing and creating new knowledge.

The paper presents an explanatory case study research design, qualitative interviews with top executives, middle managers and employees conducted in 2005 and 2006. Explanatory case studies were used to analyze, illustrate and exemplify major findings.

The paper identified an effective approach to community‐based knowledge sharing and organizational learning at HP CI Japan's learning communities (LCs). The case study illustrates the main characteristics, features and mechanisms of communities within the framework of HP's global and local knowledge management (KM) structure and resulting activities, and illuminates effective adaptation to the Japanese working and business context.

General limitations of case studies and generalizability of such field research apply.

The research has important implications for firms and business practitioners by highlighting how HP's Japanese‐style LCs facilitate intra‐organizational knowledge sharing and creation.

This paper presents a real‐life example of an effective community at HP CI Japan, its mechanism and practical value for companies. Even though HP's KM activities have frequently been researched, HP CI's learning communities are discussed for the first time and illuminate that even within one single company there is no one‐size‐fits‐all solution.

This study's first objective is to experimentally examine the effect of brand‐cause fit and campaign duration on company and brand image, commercial objectives and buying intention as perceived by Japanese consumers. Second, the study aims to evaluate the moderating role of gender and participation in philanthropic activities on the impact of cause‐related marketing (CrM) programs in Japan.

An experimental design was used with 196 Japanese subjects completing a survey online.

A high brand‐cause fit was found to elicit more positive attitudes toward the CrM program than campaign duration. Japanese female respondents were showing more favorable attitudes than men, confirming results in previous research studies conducted in the West. Previous participation in philanthropic activities was also found to increase positive attitudes especially when brand‐cause fit and duration were high.

The experiment relied on fictitious advertising materials. Many respondents were students from the greater Tokyo area. This may make it difficult to generalize findings to a broader population.

Results show that CrM campaigns in Japan are viewed more positively when consumers perceive a good match between the brand and the cause. Japanese marketers targeting women and consumers with philanthropic experience are likely to benefit by supporting matching social causes.

This paper is the first to contribute to better understanding of the impact of CrM in Japan. It does confirm the gender effect previously observed in western countries.

Citizens can develop new products in the household sector (HHS), and although HHS innovations are generally valuable to others, they are seldom diffused by the innovator. In order to provide insight for the understanding of this diffusion failure, this article proposes to introduce the vocational and retirement perspective to consider how the innovator's chronological aging affects her diffusion channel selection. Commercial diffusion of HHS innovations allows older adults to continue a work-related identity. And, a satisfying work experience could enhance older adults' reliance on work for self-worth. Therefore, the relationship between the older HHS innovators and their commercial diffusion as well as the moderating effect of their person–organization (P–O) fit on this relationship was examined.

This study referred to the standard procedure and utilized a Japanese consumer panel to identify HHS innovators. The criterion of old age was set to 60+ years old. The hypotheses were tested with ordinary least squares regression analysis. The robustness of our findings was checked by analyzing two restricted samples.

In Japan, older adults are more likely to diffuse their HHS innovators commercially than to peers. This relationship is amplified when the older adults also perceived a P-O fit in their employer firm.

This paper adds to the evidence that older adults can be an important source of innovation. It – for the first time – points out that the vocational and retirement perspective can help researchers consider why a particular diffusion channel is selected and thereby provide insight for understanding when the diffusion failure of HHS innovation is alleviated. The moderating effect of the P–O fit originally suggests the “interdependent life spheres”, that is, older adults' work experience may affect their post-retirement life and their activity in the household sector.