Understanding older adults’ product consumption behavior is of high importance to consumer and marketing research. Prior studies have mainly focused on older adults’ cognitive decline and compared their behavior to that of younger consumers. A neglected area of research has been older consumers’ brand attachment that is associated with potential differences between consumers in their fifties and in their seventies. In this article, the authors provide insights into the under‐researched field of elderly women's brand attachment. Drawing on socioemotional selectivity theory, a shift toward emotional aspects in brand relationships is proposed. A model involving trust and commitment processes is developed and empirically tested in a survey among 341 older women. Moderator analyses reveal significant differences between the “younger elderly” and the “older elderly” in relationships among self‐concept connection, partner quality, trust, and commitment. For the younger elderly, how a brand is (based on trust judgments) seems to be more important. For the older elderly, what a brand does in its role as relationship partner becomes more relevant.

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In this article, we test an alternative approach to creating a counterfactual basis for estimating individual and average treatment effects. Instead of using control/comparison groups or before-measures, the so-called Counterfactual as Self-Estimated by Program Participants (CSEPP) relies on program participants' self-estimations of their own counterfactual at the end of an intervention. In an empirical study, a randomized experiment was employed as a benchmark to examine the performance of the CSEPP. The results suggest that the approach is capable of delivering comparatively reliable estimates of short-and midterm effects on behavioral intentions and attitudes. With regard to the estimation of treatment effects on self-reported behavior, however, the findings are more ambiguous.

This article proposes an innovative approach to estimating the counterfactual without the necessity of generating information from either a control group or a before-measure. Building on the idea that program participants are capable of estimating the hypothetical state they would be in had they not participated, the basics of the Roy-Rubin model are used to describe how the ''counterfactual self-estimation of program participants'' (CSEPP) creates a basis for estimating individual and average treatment effects. The problems confronting the approach are discussed as are the preconditions that need to be fulfilled for its use to be recommendable. Moreover, the article reports on the design and results of an empirical study conducted in order to gain first insights into the practicability and viability of the CSEPP. Finally, because there are some ambiguous findings, the strengths and weaknesses of the approach and the implications of the results for further research are discussed.

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