Remembering less, or needing less? Age-related differences in the purchase funnel
研究年龄如何影响品牌购买漏斗各阶段（认知、考虑、购买），发现老年消费者品牌认知和考虑减少，但忠诚度增加源于经验积累和购买习惯，而非记忆衰退。
Abstract This study explores how age influences the stages of the brand purchase funnel (awareness, consideration, and purchase) and the mechanisms associated with any age-related differences. Aggregated analysis of survey data ( n = 1862) across five markets and four age groups shows a reduction in the proportion of brands recognised that subsequently enter the consideration and purchase sets of older consumers. Subsequent individual-level GLS regression analysis using age as a continuous variable reveals an inverse-U shape for brand recognition and in some cases for brand recall and consideration. Peak cognitive performance occurs at age 56. There is a linear decline for purchase set size across age. Therefore, age-related differences in brand awareness and consideration, and the mechanisms driving these changes, do not greatly impact age-related increases in loyalty. Instead, findings suggest age-related increases in loyalty result from a combination of accumulated experience, development of purchase habits, and declining category purchase rates.