Body talk: Questioning the assumptions in 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 1117–1133, October 2001
How to Cite
Catterall, M. and Maclaran, P. (2001), Body talk: Questioning the assumptions in cognitive age. Psychol. Mark., 18: 1117–1133. doi: 10.1002/mar.1046
- Issue published online: 17 SEP 2001
- Article first published online: 17 SEP 2001
This paper questions the underpinning assumptions inherent in the concept of cognitive age and shows how these reflect a Western preoccupation with youthfulness. Then, arguing that attitudes to age and aging are socially constructed, it demonstrates how these are not fixed but mutable and how the demographic power of the baby boom generation may significantly alter attitudes to aging. The implications for marketers' use of cognitive age are discussed. © 2001 John Wiley & Sons, Inc.