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Abstract

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.