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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.
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