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

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.


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.


Florian Kohlbacher, German Institute for Japanese Studies (DIJ) Tokyo, Japan
Lynn Sudbury, Liverpool John Moores University, UK
Agnes Hofmeister, Corvinus University of Budapest, Hungary


NA - Advances in Consumer Research Volume 39 | 2011

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