Understanding older consumers through cognitive age and the list of values: A U.K.-based perspective
Article first published online: 8 DEC 2008
© 2008 Wiley Periodicals, Inc.
Psychology & Marketing
Volume 26, Issue 1, pages 22–38, January 2009
How to Cite
Sudbury, L. and Simcock, P. (2009), Understanding older consumers through cognitive age and the list of values: A U.K.-based perspective. Psychol. Mark., 26: 22–38. doi: 10.1002/mar.20260
- Issue published online: 8 DEC 2008
- Article first published online: 8 DEC 2008
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.