Previous research efforts have created micro knowledge to help explain aging consumer behavior. Companies and researchers cannot afford to ignore such a significant and growing group of consumers. Currently, a large number of companies do not make any effort to market to the older segment because these companies either still do not see its importance or do not understand how to market to this group of consumers (Moschis, 2003). It is expected that increasing age is associated with changes in lifestyle, purchasing behavior and consumer perceptions and “For too long, older consumers have been treated as one homogeneous group when in fact these findings show that significant differences are apparent within the age segments of the older population and they should be treated as a heterogeneous consumer group” (Meneely et al., 2009, p.1053). Furthermore, aging consumers are more heterogeneous than younger consumers because individuals are increasingly dissimilar from others with age (Moschis, 2003). Differences in the consumer behavior of older people are often stated, but few explanations of the observed differences are presented (Tongren, 1988). More research is needed to explore the different motives of older consumers with a view to better meeting their needs because they are more complicated than many are willing to acknowledge (Szmigin & Carrigan, 2001; Leventhal, 1997).