Ageing Consumers
Introduction
Reconceptualising Perceptions of Old Age in Marketing and Management, Special issue of the Journal of Marketing Management; Deadline 20 Jan 2025
POSTING TYPE: Calls: Journals
Posted by: Carolyn Wilson-Nash
JMM Special Issue Call for Papers
Deadline for submissions 20 January 2025
Ageing Consumers: Reconceptualising Perceptions of Old Age in Marketing and Management
Guest Editors: Carolyn Wilson-Nash, University of Stirling, UK; Anna Schneider-Kamp, University of Southern Denmark, Denmark; Paolo Franco, Radboud University, Netherlands
Many assumptions are made about older people that they are lonely, unwell, frail, vulnerable, and possess limited capacities which become embedded within society, relationships, and markets. These stereotypes are dangerous as they shape how older people view themselves and how others view them, including ageist interactions from younger people (Nelson, 2005). The assumptions stem from overlooking older people that do not have to bear any of these characteristics and challenges alongside a lack of knowledge about an often-dismissed generation (Schau et al., 2009). Older people, for example, are challenging stereotypical perceptions of old age by are taking up graffiti, becoming influencers, adopting new technologies, and reclaiming grounds in the dating arena. Nevertheless, the public debate continues to routinely portray ageing consumers as a marginalised population segment characterised by ailments and creating issues and problems for society.
List of sample topics
We welcome conceptual, methodological, and empirical (qualitative or quantitative) contributions grounded in a range of perspectives that offer insights into the central topic of this Special Issue. These topics include, but are not limited to:
- Novel definitions and/or frameworks for ageing consumers and the multi-dimensionality of ageing.
- Critical appraisal of current literature on ageing consumers in the marketplace.
- Considerations of divergences in the lifestyle trajectories of ageing consumers.
- Exploring the heterogeneity and lived experiences of older consumers.
- Contrasting lived experiences between different generations of consumers.
- The expansion of focus from biomedical functioning to individual meaning-making.
- The meaning of being an ageing consumer in different cultures.
- Macro-perspectives on ageing.
- Exploring under-researched and lighter sides to ageing such as creativity, dating, sexuality, and lifestyle.
- Breaking long established stereotypes relating to older people and their relationship with technology.
- Investigating the ageism embedded within services.
- Using the customer journey/customer experience to understand intricacies in consumption behaviour.
- Intersectional perspectives on ageing (e.g., gender, race, class etc.)
- Explorations of older peoples involvement in consumption activities typically associated with younger people (e.g., Graffiti Grandmas, Grey-Pop Senior Influencers)
- Investigations of marketing management approaches to older consumer markets by practitioners.
The above was a sample of the full call. Full information can be found here: