Using Self-Perceived Age and the List of Values to Study Older Consumer in Four Nations

Florian Kohlbacher, German Institute for Japanese Studies (DIJ) Tokyo, Japan
Lynn Sudbury, Liverpool John Moores University, UK
Agnes Hofmeister, Corvinus University of Budapest, Hungary
This study is the first one to look into the relationship between personal values and self-perceived age for older consumers in the UK, Germany, Hungary and Japan. Apart from overall cross-national differences, interesting differences in value rankings by self-perceived age groups emerged within countries as well.
[ to cite ]:
Florian Kohlbacher, Lynn Sudbury, and Agnes Hofmeister (2011) ,"Using Self-Perceived Age and the List of Values to Study Older Consumer in Four Nations", 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: 341-346.