Testing the implied mediational role of cognitive age
Article first published online: 17 SEP 2001
Copyright © 2001 John Wiley & Sons, Inc.
Psychology & Marketing
Special Issue: Cognitive Age and Consumption
Volume 18, Issue 10, pages 1031–1048, October 2001
How to Cite
Gwinner, K. P. and Stephens, N. (2001), Testing the implied mediational role of cognitive age. Psychol. Mark., 18: 1031–1048. doi: 10.1002/mar.1042
- Issue published online: 17 SEP 2001
- Article first published online: 17 SEP 2001
Although the concept of cognitive age has been positioned in the psychology, marketing, and gerontology literatures as an important variable that mediates the relationship between specific antecedents and consequences, a test of its implied mediational role has not been done. As such, researchers and marketing managers lack a clear understanding of cognitive age's usefulness among a variety of important segmentation variables. This study employs mediated regression analysis to formally explore this implied mediational role with the use of five antecedent variables and three consumer-behavior outcomes. Results indicate that cognitive age either fully or partially mediates the relationship between antecedents and consequences, but not for all possible relationships. A structural-equation model is then developed to further explore the substantive relationships between the variables. © 2001 John Wiley & Sons, Inc.