Cohort Effects

Schewe, Charles; Meredith, Geoffrey
December 1994
Marketing Management;Winter94, Vol. 3 Issue 3, p25
This article presents the pervasiveness of cohort effect that influences attitudes toward inheritance according to the research conducted in the life insurance industry. There are two type of cohort; one is the depression scared cohort consisting of people in their mid 70's and mid 80's; the other is the cohort 10 to 15 years younger. The two contiguous cohorts have highly dissimilar attitudes toward leaving an inheritance; one is a prime target for an inheritance-need insurance sale, the other couldn't be less interested.


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