Perceptions and Use of Product-Related Age Recommendations: A Case Study Involving ATVs

Forty-four adults and nineteen youth participated in a study that examined responses to age recommendations related to the purchase of all-terrain vehicles (atvs) intended for operators under age 16. Structured interviews were used to evaluate preferences under different purchase scenarios. Focus groups were also conducted to assess the factors influencing purchase decisions. Results from the interviews and focus groups showed that situational, person, and product factors influenced people's perceptions of various age recommendations and purchase preferences for atvs. Implications regarding the design and use of age recommendations are discussed.