Best Ager und ihr Kaufverhalten

New edition with unchanged content. Older people are one of the fastest growing population groups in Germany and are thus increasingly influencing economic development. Nevertheless, marketing activities are not sufficiently adapted to the demographic or behavioral realities. Marketing is oriented towards a negative social perception of older people and prevents an efficient exploitation of potentials. The present scientific work deals with the growing target group of Best Agers by highlighting relevant characteristics and considering specific behaviors. The focus of the work is on the investigation of psychological purchase decision processes, in which emotional factors are included in addition to the purposive rationale.