This article presents a large‐scale cross‐sectional field study of the effect of store environment on consumer emotions and the resulting influence on aspects of consumer behavior with actual shopping behavior used as an example. Cast into a stimulus–organism–response framework, the results suggest that a consumer's emotions can be a mediating factor in the purchase process. In this study, we identify and explore how store environment and emotional states may influence various dimensions of purchase behavior. This research confirms that although cognitive factors may largely account for store selection and for most planned purchases within the store, the environment in the store and the emotional state of consumers may be important determinants of purchase behavior. This research has many pragmatic applications, because pleasure was associated with the amount of money spent and affinity for the store, whereas arousal was associated with money spent in the store, time spent in the store, and the number of items purchased in the store. © 1997 John Wiley & Sons, Inc.

This article offers some fresh insights on the richness of cognitive age as it is implicitly embodied as part of the conceptual and operational definition of the New-Age Elderly (and their counterpart -the Traditional Elderly). First, the research provides evidence of the reliability and validity of the NAVO scale, a relatively new measurement instrument, designed to identify the New-Age Elderly consumer. Then, as an important piece of new learning, the article explores the influence of gender on older consumers' consumption orientations. Among other things, the research indicates that older women (as compared to older men) seem to be more price conscious and more responsive to retail special and incentives, that they are more adventurous, and that they generally possess more market-relevant knowledge in the form of shopping smarts. Still further, the research reveals that both New-Age Elderly men and New-Age Elderly women tend to be more optimistic about their financial situations than their Traditional Elderly counterparts. The article ends by offering suggestions 1074 SHERMAN ET AL. relevant to the need for specific future research, and the potential marketing strategy implications of the research. ᭧

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Based on Schiffman and Sherman’s conceptual model of the new‐age elderly this article constructs a measure that identifies this segment of elderly in terms of their value orientation. The findings show that older consumers’ value orientations are an effective segmentation approach; one that is superior for partitioning the market for services like leisure travel than the traditional age‐based segmentation approach. Marketing strategy implications of the findings are also discussed.

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