Challenging the Culture-Free Hypothesis of Cognitive Age Among Older Consumers: Evidence From a Cross-National Survey

Florian Kohlbacher, German Institute for Japanese Studies (DIJ) Tokyo, Japan
Lynn Sudbury, Liverpool John Moores University, UK
Agnes Hofmeister, Corvinus University of Budapest, Hungary
Using data from an empirical study in four different countries (Japan, Germany, UK, and Hungary), we challenge the view of cognitive age as culture free. While we found the ‘young at heart’ philosophy to be true for older consumers in all four nations, major differences across the countries emerged.
[ to cite ]:
Florian Kohlbacher, Lynn Sudbury, and Agnes Hofmeister (2011) ,"Challenging the Culture-Free Hypothesis of Cognitive Age Among Older Consumers: Evidence From a Cross-National Survey", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 325-332.