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.


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.


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


E - European Advances in Consumer Research Volume 9 | 2011

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