Exploring Age-Related Differences in Information Acquisition for a Gift Purchase

Michel Laroche, Concordia University, Montreal, QC
Mark Cleveland, The University of Western Ontario
Elizabeth Browne, Concordia University, Montreal, QC

Abstract

This study examines age differences with respect to consumers’ usage of in-store information sources, and the underlying antecedents of in-store information search, in the context of a Christmas clothing gift purchase. The information search literature identifies a number of personality, situational, and demographic variables that are posited to influence the extent of information acquisition. A survey, containing items designed to measure the identified antecedent search variables, as well as usage of various in-store information sources, was administered to actual consumers shortly after the Christmas season. In-store information search appears to be composed of three distinct dimensions: general information search, specific information search, and sales clerk assistance. Distinct patterns of in-store search behavior, in terms of the three identified search dimensions, were apparent for the four age groups (<30, 30–49, 50–59, 60+ years). In addition, the degree to which various personality, situational, and demographic variables influenced in-store search behaviors sharply varied across the four age groups. Other observed age differences, and directions for future research are also discussed.