Article1991

Cognitive Age: A Useful Concept for Advertising?

173 citations0/0 files storedJournal of Advertising

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Aging and Gerontology Research Marketing and Advertising Strategies Dementia and Cognitive Impairment Research

Abstract

Three different measures of cognitive age were administered to a sample of 355 older adults. Cognitive age was found to be a potentially valuable concept for advertising targeting, creative decisions and media selection, when used in conjunction with chronological age. Among the three different measures of cognitive age, the age-decade scale proved to be the best because, compared with the other two measures, it is easy to administer, analyze and interpret.

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References

1979A Paradigm for Developing Better Measures of Marketing Constructs 2025Advances in Consumer Research 1979Review of Psychometric theory (2nd ed.).1972Principles of Marketing 1985A Propositional Inventory for New Diffusion Research 1982Variety Seeking Behavior: An Interdisciplinary Review 1972“The Ages of Me”: Toward Personal and Interpersonal Definitions of Functional Aging 1981Cognitive Age: a Nonchronological Age Variable

Cited by

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