Premium
Cognitive competence of older consumers
Author(s) -
Sorce Patricia
Publication year - 1995
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.4220120603
Subject(s) - psychology , competence (human resources) , cognition , cognitive aging , cognitive decline , cognitive psychology , developmental psychology , market segmentation , gerontology , social psychology , disease , marketing , medicine , dementia , psychiatry , pathology , business
Older adult memory performance declines with age. However, memory for newly learned material is only one measure of cognitive competence. This article reviews research that measured older adult cognitive performance using tasks that tap crystallized abilities, everyday problem solving, and those that used older expert subjects. The results indicate that many cognitive functions remain stable from middle age onward. This suggests that cognitive decline is not an inevitable result of aging per se. This implies that antecedents of cognitive decline, such as health, should be used as a segmentation variable for the older adult market. © 1995 John Wiley & Sons, Inc.