Consumers’ Demographic Characteristics, Cognitive Ages, and Innovativeness
ABSTRACT - The purpose of this study is to investigate the role of cognitive age in relation to demographics and innovativeness. Results of this study suggest the mediational role of cognitive age. It signals not only the message of chronological age, but also the information of other demographic characteristics. Furthermore, it directly determines consumers’ adoption behaviors of high-tech products. Focusing on cognitive age, therefore, marketers can both efficiently and effectively segment their markets. Finally, marketers can create a younger cognitive age in consumers through enhanced communication marketing efforts. In this way, cognitive age can be transformed into a controllable strategic variable.
Citation:
Sheng-Chung Wei (2005) ,"Consumers’ Demographic Characteristics, Cognitive Ages, and Innovativeness", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 633-640.
Authors
Sheng-Chung Wei, De Lin Institute of Technology
Volume
NA - Advances in Consumer Research Volume 32 | 2005
Share Proceeding
Featured papers
See MoreFeatured
Mediation as a Multi-Dimensional Process of Brand-Related Interaction
Serena Wider, Copenhagen Business School
Andrea Lucarelli, Lund University
Sylvia Wallpach, Copenhagen Business School
Featured
Perceptions of Disability in the Marketplace: Moral Character Inferences and Persuasion
Helen van der Sluis, Arizona State University, USA
Adriana Samper, Arizona State University, USA
Kirk Kristofferson, Ivey Business School
Featured
Market Structure and Firm Engagement in Divisive Political Issues
Chris Hydock, Georgetown University, USA
Neeru Paharia, Georgetown University, USA
Sean Blair, Georgetown University, USA