Consumer behavior of older adults: A candid look at the age subculture and health care implications of direct-to-consumer advertising

Marketers often target products and services to a specific age cohort because consumers within a particular age group confront crucial life changes at roughly the same time. Subsequently, the values and symbolism marketers use to appeal to them can bring about the same powerful result: consumption. Despite the fact that older adults account for 67% of the nation's wealth, the commonly held misconception was that this market had long-standing brand loyalties, making marketing dollars invested in this age group an assumed waste. By 2002, this myth was discredited and corporate America re-directed a great deal of their marketing efforts to this substantial market segment. The immediate objective of this research is to provide readers with a clear, concise examination of the consumer behavior of older adults, review current literature to analyze the health care implications of direct-to-consumer advertising, and investigate the strengths and weaknesses of the utilized research methodologies. The findings suggest that older adults, much like minority populations, are increasingly vulnerable to the influences of marketing strategies. This work increases awareness and understanding of this gerontological health issue in hopes of advancing: (1) the mobilization of advocacy groups to empower older consumers; (2) the alignment of incentives of marketers to embrace the highest standard of professional ethical norms and values implied by their responsibility towards stakeholders; and (3) the enactment of policy and regulation to protect vulnerable populations.