Innovation Behavior of Older Consumers

Armin Tank studied Business Management at Mannheim University and at EM Lyon (École Supérieure De Commerce) in France. The emphasis of his studies lay on Marketing, International Management and Psychology. During and after successful completion of his dissertation he held various roles in companies in the sectors Consumer Goods, Medical Equipment for end-consumers and Mobile Health Care & Sports. Additionally he is a lecturer for Methodology / Market research.

• Contents: Older Consumers – Demographic Change – Gerontology – Financial Situation – Innovation Adoption and Diffusion Research – Perceived Risk – Consumer Electronic Products – Empirical Analysis – Operationalization – Product Complexity – Exploratory Factor Analysis – Analysis of Variance – Regression Analysis – Scale Development – Cognitive Age.