OBSERVATIONS: Toward the Internal Validation of Cognitive Age Measures in Advertising Research

Argues that marketers who target older consumers should pay more attention to their psychological age (i.e.

OBSERVATIONS: Toward the Internal Validation of Cognitive Age Measures in Advertising Research

Stuart Van Auken, Thomas E. Barry and Robert L. Anderson

The importance of the mature market segment has been aptly illustrated by Dychtwald and Flower (1989) who note that Americans who are 55 and older own 77% of the financial assets, purchase 43% of domestic cars, make up 80% of the luxury travel business, eat out three times a week, consurne 25% of alcoholic beverages, and constitute 40% of total demand. While research has been conducted on the mature consumer, little has been done...

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