Talk is talk, right? Not really. A new study by Prevention magazine and the Keller Fay Group, a word-of-mouth marketing researcher, shows the quality of conversation is not the same in women ages 43-62 versus those in the 18-39 range.

Female baby boomers' two cents carried more credibility than their younger counterparts, the report stated. Furthermore, boomer women are more likely to pass on what they hear to others (68 percent versus 58 percent) and then make actual in-store transactions (55 percent versus 50 percent).

"In this era of less trust in our institutions, marketers would be wise to pay attention to the power and influence of boomer women talk," said Bob Ziltz, vp/publisher of Prevention.

Other key findings from the study, which surveyed 14,654 women ages 18-and-older from April 2007 through March 2008—6,728 of which were boomer women—include:

• Beauty and food generate the most positive, action-oriented talk, with the top 10 most-talked about baby boomer beauty brands being Olay, Dove, Avon, Pantene, Suave, Bath & Body Works, Mary Kay, Crest, L'Oréal and Revlon.

• In food and dining, boomer conversations convert to more projected purchases than those of younger women: 213 million weekly projected purchases versus 204 million.

• The top 10 packaged good brands talked about by baby boomer females are Kraft, Stouffer's, Campbell's, Lean Cuisine, Kellogg, Tyson, Weight Watchers, Gerber, Healthy Choice and Betty Crocker.

• The top 10 most talked about brands overall for women of the boomer generation were:

1. Folgers

2. Olay

3. Avon

4. Walgreens

5. Pantene

6. Kraft

7. Lipton

8. J.C. Penney

9. CVS

10. Olive Garden