The Impact of Cognitive Age on Seniors’ Lifestyles

Abstract

This study found that, as seniors’ cognitive age increases, their participation in culturally-related activities decreases, their fashion interest decreases, and their degree of innovativeness decreases in terms of Internet shopping. Their brand loyalty/loyalty proneness, however, increases with an older cognitive age. The results suggest that marketers cannot segment all senior citizens into one group as there are significant differences in their lifestyles based on cognitive age. Seniors, who are younger in terms of their cognitive age, may still be an attractive market for cultural, fashion, or innovative products, particularly those sold on the Internet. Additionally, the results suggest that even those seniors who see themselves as older, based on their cognitive age, are still an attractive segment for marketers due to their brand loyalty.

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