Although over-50s hold the vast majority of the world’s wealth, marketers tend to direct their attention – and budgets – towards younger audiences. Canvas8 spoke to Cesare Amatulli and Alessandro M. Peluso to find out how youth-focused advertising impacts the spending habits of Seniors.
Alessandro M. Peluso is an associate professor of business management at the University of Salento in Italy. His scientific interests concern consumer perception and reaction to marketing stimuli, social communication, and word of mouth.
Cesare Amatulli is an assistant professor of marketing at the University of Bari Aldo Moro in Italy. His scientific interests concern consumer behaviour, with a focus on luxury consumption, sustainable development and the role of emotion.