Baby boom consumers and technology: shooting down stereotypes
PurposeCurrent stereotypes of aging consumers paint a picture of them as technology anxious and reluctant to adopt new technologies. This paper aims to show that the present 50‐to‐60 age group does not fit these stereotypes.Design/methodology/approachA total of 620 Finnish baby boomers (aged between 50 and 60) responded to a mail survey.FindingsBaby boom consumers are shown, in contrast to the stereotypes, to have low levels of technology anxiety and high levels of experience of internet and SMS usage. It is also shown that technology anxiety and experience have an inverse relationship in the age group.Research limitations/implicationsTo some extent, the results provide evidence of the dist…
Factors affecting acceptance of mobile content services among mature consumers
The aim of this study is to increase our understanding of mature consumers as users of technological services. More specifically, the objective is to find out which factors have an effect on the acceptance of mobile content services in the target group. The services studied are mobile services, including content that is provided by a service provider. Examples of mobile content services are mobile news, mobile banking and downloading ringing tones. In order to arrive at a theoretical model, the previous literature on technology acceptance is explored from a general and a more age group-specific perspective.The literature review is multidisciplinary, concentrating on knowledge generated in m…
Identifying potential sources of value in a packaging value chain
Purpose – The purpose of this paper is to propose a process approach for identifying potential sources of customer value of a package in a packaging value chain and illustrate the approach through interview data. Design/methodology/approach – The proposed process approach is a synthesis of customer value theories presented in marketing literature and packaging functions presented in packaging-related literature. Packaging value chain members were interviewed to illustrate the critical packaging-related processes among their business processes and to reveal value in the level of packaging attributes and packaging functions/consequences in use situations. Findings – Interviews with packaging …
Exploring message themes in antismoking advertising targeted at teenagers
PurposePrevious studies have indicated that antismoking advertising potentially prevents or reduces smoking among teenagers. However, not all message themes of antismoking advertising have proved effective. This study aims to explore the effects of different message themes on teenagers' intention to smoke. Attitude towards the advertisement and attitude towards the act (smoking) are proposed as mediating variables between the message theme and smoking intentions. The paper also aims to examine effect of three themes, namely health effects, mental effects and social effects on smoking/not smoking.Design/methodology/approachThe data consist of 325 Finnish high school students aged between 13 …