Segmenting the Silver Market Using Cognitive Age and the List of Values: Empirical Evidence From Japan

Despite the increasing impact of demographic change around the globe, older consumers remain under researched, especially in Japan, the most severely affected with a rapidly ageing and shrinking population. This paper is the first study to apply Sudbury and Simcock’s (2009) segmentation approach using cognitive age and personal values to a sample of 316 older Japanese consumers. Results do not support the argument that cognitive age is biased by a Western emphasis on youthfulness and therefore not applicable in Japan. Further, Japanese senior consumers appear to value fun and enjoyment more than their counterparts in the UK and the US.



Citation:

Florian Kohlbacher and Emmanuel J. Chéron (2011) ,"Segmenting the Silver Market Using Cognitive Age and the List of Values: Empirical Evidence From Japan", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 512-513.

Authors

Florian Kohlbacher, German Institute for Japanese Studies (DIJ), Japan
Emmanuel J. Chéron, Sophia University, Japan



Volume

E - European Advances in Consumer Research Volume 9 | 2011



Share Proceeding

Featured papers

See More

Featured

The Impostor Syndrome from Luxury Consumption

Dafna Goor, Harvard Business School, USA
Nailya Ordabayeva, Boston College, USA
Anat Keinan, Harvard Business School, USA
Sandrine Crener, Harvard Business School, USA

Read More

Featured

Both Good from Afar…and Far from Good? Mental Representation Changes Consumer Preference for Products from a Brand with a Reputation for Innovativeness

Jeff Larson, Brigham Young University, USA
Kelly Goldsmith, Vanderbilt University, USA
BJ Allen, University of Arkansas, USA

Read More

Featured

K1. The Impact of Moral Violation and Advertising Appeals on Brand Attitude

Chunya Xie, Renmin University of China
En-Chung Chang, Renmin University of China
Beixi Wen, Renmin University of China

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.