...Tilottama Ghosh Chowdhury; Kalpesh Kaushik Desai; Lisa Bolton Purpose – The purpose of this research is to address an important gap in identity research – how does consumer identity affect satisfaction following an unambiguous product experience. Design/methodology/approach – Two...

... Finnish baby boomers (aged between 50 and 60) responded to a mail survey. Findings Baby boom consumers are shown, in contrast to the stereotypes, to have low levels of technology anxiety and high levels of experience of internet and SMS usage. It is also shown that technology anxiety and experience...