Premium
Understanding older consumers through cognitive age and the list of values: A U.K.‐based perspective
Author(s) -
Sudbury Lynn,
Simcock Peter
Publication year - 2009
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20260
Subject(s) - perspective (graphical) , psychology , perception , cognition , social psychology , marketing , advertising , business , psychiatry , computer science , neuroscience , artificial intelligence
Although the importance of older consumers to marketers is well documented, there exists a relative paucity of U.K.‐based empirical studies into the perceptions and values of these consumers. This is the first study to investigate the relationship between age, cognitive age, and values of consumers aged between 50 and 79 years ( n = 650). Results confirm that by combining cognitive age with the List of Values, much richer insights into the 50+ market can be gained. © 2008 Wiley Periodicals, Inc.