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. ᭧

Because consumers can vary greatly in the nature of their relationship with a service provider, it is reasonable to expect that a wide range of different values may influence consumption behavior. Additionally, consumers' values composition may predispose them to interpret their relationships with service providers differently and those service providers' marketing communications. The present study explores the range of values which motivate business consumers' reactions to service providers, specifically airlines' frequent flyer programs. As part of this process, consumers are segmented in terms of their values and relationships with airlines in order to better understand the motives and behavior that drive choice of service providers. Based on the results, specific communications strategies are offered for each of the identified segments that address the desired benefits sought by each value segment.

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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.

As individuals age, many begin to perceive a loss of control in their personal and social lives. To regain some of that control, individuals are buying computers and going on the Internet. The authors suggest that individuals who go on the Internet are empowering themselves because they are participating with others in a community and increasing personal control over their lives. They discuss potential empowerment themes developed from a convenience sample of older individuals (i.e., 50 or older) by analyzing their comments on how the Internet has influenced their personal and social lives. Emerging empowerment themes include the power of change, information, guilt, and how the Internet has enriched lives and expanded worldviews. What respondents told the authors has implications for funding and development of public policy including health and quality-of-life issues.