Affect or cognition: which is more influencing older adult consumers' loyalty?

Abstract

In studies on consumer behavior science, it is argued that brand affect, consumer satisfaction, and disconfirmation influence brand loyalty. This study aims to investigate whether the interaction of brand affect and cognition predicts brand loyalty in older adult consumers if consumer satisfaction is considered. A group of 344 older adult consumers participated and a mediated moderation analysis of the data was used to test our hypotheses. The results showed that consumer satisfaction increased the relationship between brand affect and brand loyalty in older adult consumers. However, disconfirmation did not influence that relationship. It can be concluded that the loyalty of older adult consumers toward a brand was more likely to be influenced by their affection than their cognition. Therefore, marketers should design products that better satisfy this population group and create loyalty to the product through enhancing affect connections.

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