Aging and Social Influence: An Empirical Investigation of the Effect of Age on Consumers’ Susceptibility to Word of Mouth

The present research investigates the relationship between consumers’ age and their susceptibility to word of mouth (WOM), that is, their tendency to rely on WOM in their purchase decision-making. Two empirical studies shed light on this relationship and explore a potential underlying mechanism involving consumers’ sense of control. Study 1 (N = 450) shows that consumers at older ages feel a greater lack of control, and this feeling in turn increases their susceptibility to WOM. Study 2 (N = 150) provides further evidence for the central role of sense of control by showing that the aforementioned mediated relationship is stronger among consumers with a higher chronic desire for control, that is, those who are particularly motivated to pursue control over their lives and thus may perceive a significant decline in their sense of control due to aging. Interestingly, both the studies reveal a residual negative relationship between age and susceptibility to WOM, suggesting that the examined relationship may be complex and other mediators might intervene to explain why, in specific circumstances or for certain consumer segments, susceptibility to WOM might decrease, rather than increase, with age. Theoretical, policy, and practical implications are discussed.