Remembering less, or needing less? Age-related differences in the purchase funnel

Abstract This study explores how age influences the stages of brand purchase funnel (awareness, consideration, and purchase) mechanisms associated with any age-related differences. Aggregated analysis survey data ( n = 1862) across five markets four groups shows a reduction in proportion brands recognised that subsequently enter consideration sets older consumers. Subsequent individual-level GLS regression using as continuous variable reveals an inverse-U shape for recognition some cases recall consideration. Peak cognitive performance occurs at 56. There is linear decline set size age. Therefore, differences awareness driving these changes, do not greatly impact increases loyalty. Instead, findings suggest loyalty result from combination accumulated experience, development habits, declining category rates.