The changing demographics and the aging of population are affecting the age composition of consumer markets. Older adults constitute a rapidly growing demographic segment but stereotypes persist about their consumer behavior. Prior working have generally interested in older adults decline and compared to that of younger consumers. The analyses of 210 elderly reveal significant behavior differences between "men" and "women" and the "younger elderly" and "older elderly" women in relationship among self-concept connection, partner quality, trust and commitment. (C) 2013 The Authors. Published by Elsevier Ltd.