Abstract
Increasingly, marketers have been targeting the elderly consumer for a wide range of products and services. Television has been used heavily as a media through which this segment has been approached. Using data generated from a sample of nearly 800 elderly, this provides a profile of the heavy user of television in the mature market. Multiple Discriminant Analysis is then used to assess the strength of the socio-psycho-logical dimensions in discriminating between heavy and non/light users. Results suggest that the heavy user of television has a lower morale, is more concerned about personal safety, health and financial security, has a home orientation, has perceptions of low respect, is an older elderly, is unemployed, has low income, and is less educated than are those who report not being heavy T.V. users. All the developed socio-psychological dimensions aid significantly in the classification of television usage, except for the social dimension. These findings are explained using activity theory. Implications for marketers and future research are also discussed.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Andrews, F. M. and S. B. Withey (1976), Social Indicators of Well-Being: Americans Perceptions of Life Quality, New York: Plenum Press.
Cosmas, S. C. (1982) “Lifestyles and Consumption Patterns,” Journal of Consumer Research, 8, 453–
Domzal, T.J. and J.B. Kernan (1983), “Television Audience Segeraentation According to Need Gratification,” Journal of Advertising Research, 23 (October/November), 37–49.
Doob, A. N. and G. E. MacDonald (1979), “Television Viewing and Fear of Victimization: Is the Relationship Causal?" Journal of Personality and Social Psychology, 37 (February), 170–179.
Ferber, R. (1981) “The Role of Response Rates in Evaluating Manuscripts for Publication,” in K.B. Monroe, ed., Advances in Consumer Research-Volume VIII, Ann Arbor: Association for Consumer Research, 31–34.
Gerbner, G., L. Gross, N. Sigmonelli, and M. Morgan (1980), “Aging with television: Images on Television Drama and Conceptions fo Social Reality,” Journal of Communication, 30 (Winter), 37–47.
Gilly, M. and V. Zeithaml; (1985) “The Elderly Consumer and the Adoption of Technologies,” Journal of Consumer Research, 12, 353–357.
Green, P., and D. Tull (1978) Research for Marketing Decisions, Englewood Cliffs, N.J.: Prentice Hall.
Greenberg, B. (1966), “Media Use and Believ-ability: Some Multiple Correlates", Journalism Quarterly, (Winter) 665–670.
Hair, J. F., R. E. Anderson, R. L. Tatham, and B. J. Grablowsky (1979), Multivariate Data Analysis, Tulsa, OK: The Petroleum Publishing Company.
Hambrick, D.C., and D. Lei.(1985), “Toward an Empirical Prioritization for Contingency Variables for Business Strategy", Academy of Management Journal, 28, 4, 763–788.
Harman, H. (1976), Modern Factor Analysis, 3rd. ed., Chicago: The university of Chicago Press.
Klecka, W. R. (1980), “Discriminant Analysis,” in J. L. Sullivan, ed., Series : Quantitative Applications in Social Sciences, No. 19.
Lemon, B.W., V. L. Bengston, and J. A. Peterson (1972) “An Exploration of the Activity Theory of Aging: Activity Types and Life Satisfaction Among In-Movers to a Retirement Community, Journal of Gerontology, 27, 511–523.
Lumpkin, J. R. and W. R. Dardern (1982), “Relating Television Reference Viewing to Shopping Orientations, Life Styles, and Demogrphics: The Examination of Perceptual and Preference Dimensions of Television Programming,” Journal of Advertising, 11(4), 60–67.
Maddox, G.L., and E. B. Douglass (1973) “Self Assessment of Health: A longitudinal Study of Elderly Subjectss" Journal of Health and Social Behavior, 14, 87–93.
Meadow, H. L., S. C. Cosmas, and A. Plotkin (1981), “The Elderly Consumer Research-Past, Present, and Future,” in K.B. Monroe, ed., Advances In Consumer Research-Volume VIII. Ann Arbor, MI: Association For Consumer Research. pp. 742–747.
Nielsen, A.C. Company (1986), Television: 1986 Nielsen Report. Northbrook, 111.: A.C. Nielsen Co.
O’Toole, J. (1981), The Trouble With Advertising, New York: Chelseh House.
Phillips, L.W. and B. Sternthal (1977), “Age Differences in Information Processing: A Perspective On The Aged Consumer,” Journal of Marketing Research, 14; (November) 444–57.
Rahtz, D., and D. L. Moore (1986), “Q-Tips: Using Qualitative and Quantitative Techniques in Tandem to Assure Valid Manipulations,” in R. Lutz, ed., Advances in Consumer Research-Volume XIII, Provo, Utah: Association for Consumer Research, 291–296.
Richins, M. L. (1987), “Media Materialism, and Human Happiness,” in P. Anderson M. Wallendorf eds., Advances in Consumer Research-Volume XIV.
Ross, I. (1982), “Information Processing and the Older Consumer: Marketing and Public Policy Implications,” in A. Mitchell (ed.). Advances in Consumer Research-Volume IX. Ann Arbor, MI: Association for Consumer Research. 31–39.
Rossiter, J. R. (1979), “Does TV Advertising Affect Children?,” Journal of Advertising Research, Vol. 19, #1 (February), 49–53.
Schewe, CD. (1981). “Buying And Consuming Behavior Of The Elderly: Findings From Behavioral Research,” in T.C. Kinnear ed.. Advances In Consumer Research-Volume XI, Provo, UT: Association for Consumer Research, 558–562.
Tatsuoka, M. (1971) Multivariate Analysis, New York: John Wiley and Sons.
Westley H., and W. Severin (1964), “Some Correlates of Media Credibility", Journalism Quarterly, (Spring) 325–35.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Academy of Marketing Science
About this paper
Cite this paper
Rahtz, D.R., Sirgy, M.J., Kosenko, R. (2015). Using Demographics and Psychographic Dimensions to Discriminate between Mature Heavy and Light Television Users: An Exploratory Analysis. In: Bahn, K. (eds) Proceedings of the 1988 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17046-6_1
Download citation
DOI: https://doi.org/10.1007/978-3-319-17046-6_1
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17045-9
Online ISBN: 978-3-319-17046-6
eBook Packages: Business and EconomicsBusiness and Management (R0)