Individuals increasingly face important decisions much later into their life. However, little is known about how aging systematically impacts the quality of these decisions, particularly in middleaged older individuals between the ages of 45 and 65 relative to younger adults between the ages of 18 and 35. Across two independent studies using a risky-choice task, we found that younger adults preferred options that maximized the overall probability of winning while middle-aged older adults preferred options that maximized the largest gain. Critically, younger adults adapted their decision strategies to systematic changes in trial types, while middle-aged older adults were influenced by task-irrelevant factors like presentation format. Strikingly, these aging effects did not generalize to an annuity task in the second study, where middleaged older adults demonstrated greater levels of deliberation and lesser susceptibility to task-irrelevant factors when choosing between annuities. Converging process data obtained using eye
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22 December 2020
Research Article|
December 22 2020
Adaptivity in Decision-Making Strategies across Age: Process Insights and Implications Available to Purchase
Vinod Venkatraman;
Vinod Venkatraman
Center for Applied Research in Decision Making, Fox School of Business, Temple University
, Philadelphia, PA, USA
Department of Marketing and Supply Chain Management, Fox School of Business, Temple University
, Philadelphia, PA, USA
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Sangsuk Yoon
Sangsuk Yoon
Department of Marketing, University of Dayton
, Dayton, OH, USA
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This study was funded by a pilot grant awarded to Vinod Venkatraman by the Scientific Research Network on Decision Neuroscience and Aging. We thank KhoiVo, former Senior Research Associate at the Center for Neural Decision Making, for assistance with the experimental design, data collection, and preliminary data analysis
Online ISSN: 2326-5698
Print ISSN: 2326-568X
© 2020 V. Venkatraman and S. Yoon
2020
V. Venkatraman and S. Yoon
Licensed re-use rights only
Journal of Marketing Behavior (2020) 4 (2-4): 103–132.
Citation
Venkatraman V, Yoon S (2020), "Adaptivity in Decision-Making Strategies across Age: Process Insights and Implications". Journal of Marketing Behavior, Vol. 4 No. 2-4 pp. 103–132, doi: https://doi.org/10.1561/107.00000067
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