The influence of age and time horizon perspective on consumer behavior

Past research has highlighted the role of time horizon view (i.e. the perception of remaining time as either limited or expansive) in goal salience and goal pursuit. Past studies have consistently found that age is associated with an increased focus on emotion. The present article focuses on the perception that time is limited as a key reason for older (versus young) adults' increased focus on emotions. This article investigates some important effects of aging and time horizon view on consumers' goals and preferences using Socioemotional Selectivity Theory.