Explaining the Deterioration of Elderly Consumers’ Behavior through the Broken Windows Theory

This study investigates whether a visible signal of physical decay – specifically, the lack of front teeth – may represent an antecedent of a deterioration of the elderly consumers’ buying behaviour. To this end, the study compares the purchase decision-making process, shopping motivations, emotional states arising from the shopping experience, and materialistic tendency of elderly consumers missing their front teeth with those of elderly consumers who do not display this lack. Findings reveal that the former consumers are likely to engage in unplanned purchases, pursue erratic goals, experience high levels of arousal when shopping, and are more materialist than the latter ones. Furthermore, the same consumers reported that the quality and quantity of their consumptions decreased since they lost their front teeth. Such results derive from the negative social perception of physical deterioration and call for marketing approaches aimed at improving these consumers’ quality of life.