Full Document

FormatFile SizeNotes
PDF file 4.9 MB

Use Adobe Acrobat Reader version 10 or higher for the best experience.


Purchase Print Copy

 FormatList Price Price
Add to Cart Paperback300 pages $50.00 $40.00 20% Web Discount

Explores and assesses consumer information processing problems from the perspective of older adults (65 and over) in order to optimize product choice. Using two product classes (bread and cheese), 580 subjects are studied in a controlled choice situation in an attempt to determine how older consumers, as compared with younger consumers, perceive and categorize items; select, weigh, and integrate product information; arrive at decisions of varying optimality; and subjectively react to making product choices. Also explored is the influence of such exogenous variables as sex, education level, shopping practices, and household status on product choice. Results indicate that older and younger subjects hold markedly similar views of product domains and that product class has the most profound effects on preference.

This report is part of the RAND Corporation Report series. The report was a product of the RAND Corporation from 1948 to 1993 that represented the principal publication documenting and transmitting RAND's major research findings and final research.

Permission is given to duplicate this electronic document for personal use only, as long as it is unaltered and complete. Copies may not be duplicated for commercial purposes. Unauthorized posting of RAND PDFs to a non-RAND Web site is prohibited. RAND PDFs are protected under copyright law. For information on reprint and linking permissions, please visit the RAND Permissions page.

The RAND Corporation is a nonprofit institution that helps improve policy and decisionmaking through research and analysis. RAND's publications do not necessarily reflect the opinions of its research clients and sponsors.