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Beyond cognitive age: developing a multitheoretical measure of age and its assessment

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Abstract

Although aging is a multidimensional process, studies of older consumer behavior traditionally have used age as a surrogate measure of this process. As a result, the emerged relationships between age and consumer behaviors are not well understood. This paper proposes a theoretically based alternative measure of age that derives from multiple dimensions of the aging process. It uses a large sample of older Malays to test and compare the power of this measure in predicting select consumer behaviors and compares the results to those of age and cognitive age that are commonly used to explain consumer behavior in later life. The results of the empirical study suggest that the new measure of age and aging may be a better predictor of certain types of consumer behavior of the elderly and possibly could supplement or even replace the existing measures such as cognitive age. Directions for further research are suggested with regard to improving and validating this measure.

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Author information

Authors and Affiliations

  1. Marketing and International Business Department, Frank G. Zarb School of Business, Hofstra University, Hempstead, NY, 11549, USA

    Anil Mathur

  2. Nottingham University Business School, University of Nottingham Malaysia Campus, Jalan Broga, Semenyih, Selangor, Malaysia

    Fon Sim Ong

  3. SEGi University Kuala Lumpur, Kuala Lumpur, Malaysia

    Choong Kwai Fatt

  4. Graduate School, Stamford International University, Prawet, Bangkok, 10250, Thailand

    Pakakorn Rakrachakarn

  5. College of Management, Mahidol University, Bangkok, 10400, Thailand

    George P. Moschis

  6. Alfred Bernhardt Research of Marketing, Center for Mature Consumer Studies, Georgia State University, University Plaza, Atlanta, GA, 30302-3991, USA

    George P. Moschis

Authors
  1. Anil Mathur
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  2. Fon Sim Ong
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  3. Choong Kwai Fatt
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  4. Pakakorn Rakrachakarn
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  5. George P. Moschis
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Correspondence to Anil Mathur.

Appendix

Appendix

Cognitive age (indicated in age decades—20s, 30s, 40s, 50s, 60s, 70s, 80s, 90s)

  1. 1

    I feel as though I am in my ____.

  2. 2

    I look as though I am in my ____.

  3. 3

    I do most things as though I am in my ____.

  4. 4

    My interests are mostly of a person in his or her ____.

Old-age orientations (1 = strongly disagree, 4 = strongly agree)

  1. 1

    Nowadays, I find that I rely more on my spirituality and faith. (SP)

  2. 2

    I sometimes think about the mark I will leave on this world. (PS)

  3. 3

    I often wonder if my cherished possessions would be as important to my relatives as they are to me. (SC)

  4. 4

    I am concerned with my ability to take care of myself when I get older. (BP)

  5. 5

    I am more concerned about crime and fraud today than I was 10 years ago (PS)

  6. 6

    The thought of becoming a burden on others really bothers me. (SC)

  7. 7

    I sometimes think that the prime years of life may be behind me. (BP)

  8. 8

    I am concerned with the physical changes in my looks. (BP)

*Note: PS = psychological aging; SC = social aging; BP = biophysical aging, SP = spiritual aging

Volunteering (1 = never, 4 = very often)

Attending religious services (1 = never, 4 = very often)

Media usage (hours spent per week watching the following types of TV programming): news, sports events, movies, soap operas/drama shows, documentaries, comedy shows, action and adventure shows, other.

Brand loyalty (1 = strongly disagree, 5 = strongly agree)

  1. 1

    I will buy the same brand the next time I buy ____.

  2. 2

    I intend to keep purchasing the same brand.

  3. 3

    I am committed to the same brand.

  4. 4

    I would be willing to pay a higher price for the same brand over other brands.

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Mathur, A., Ong, F.S., Fatt, C.K. et al. Beyond cognitive age: developing a multitheoretical measure of age and its assessment. J Market Anal 5, 31–43 (2017). https://doi.org/10.1057/s41270-017-0011-9

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