What You Buy Affects How Old You Feel

Yu-Tse Lin, Fu Jen Catholic University, Taiwan
Kang-Ning Xia, Yuan Ze University, Taiwan
This study used the two-step structural equations modeling (SEM) to explore the issue that if the fashion goods can make consumers feel themselves more young or more aged. Moreover, this study also discussed the reverse influence—if the perceived age (cognitive age) influences consumers’ behaviors and attitudes about the fashion goods shopping. Several nested models compared with the base model to verify the based model is the better one. The implications of cognitive age and fashion goods shopping are discussed.
[ to cite ]:
Yu-Tse Lin and Kang-Ning Xia (2010) ,"What You Buy Affects How Old You Feel ", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 854-856 .