No time to enjoy the extra! Aging and consumers’ responses to volume-based sales promotions

Abstract

Population aging is an increasing global concern with significant implications for consumer behavior. Across six studies—including an incentive-compatible behavioral experiment and a field study—the findings indicate that older consumers exhibit lower purchase intentions toward volume-based promotions (e.g., offers that provide additional free products). This negative effect appears to be driven by a limited future time perspective associated with aging. However, the effect is attenuated when the promotional format of the extra-volume presentation is separable (e.g., buy-one-get-one-free) or when the purchase context reduces personal consumption relevance, such as when buying for others. These findings offer actionable insights for marketers and help close a gap in inclusive marketing by promoting more age-representative strategies. Aligning promotional approaches with older consumers’ temporal orientations enhances both equity and effectiveness in consumer engagement.