December 5, 2025Marketing Management JournalOpen Access

Age and Generational Cohort Effects in Store Assessments and Choice: A Case Study

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Consumer preference significantly impacts store brand selection and behaviors among various generational cohorts.
Key findings indicate that attitude plays a substantial role in choices related to store brands, particularly across different age groups.
Observational analysis reveals a disconnect between traditional age effects and the emotional influences tied to generational context.
Understanding these cohort effects may inform marketing strategies and enhance decision-making in retail settings.

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Observational analysis highlights cohort effects on consumer preference for store brands, suggesting generational influences on choices.

Jeffrey W. von Freymann (2006) studied this question.

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