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 More

Featured

An Idea Opposed to Another Idea is Always the Same Idea: Reconsidering the Materialistic Aspects of Voluntary Simplicity

Mathieu Alemany Oliver, Toulouse Business School
Justyna Kramarczyk, Adam Mickiewicz University in Poznan

Read More

Featured

That's Just Plain Creepy: Understanding Consumer Responses to Personalized Food Products That Resemble People

Freeman Wu, Vanderbilt University, USA
Adriana Samper, Arizona State University, USA
Andrea Morales, Arizona State University, USA
Gavan Fitzsimons, Duke University, USA

Read More

Featured

On Politics, Morality, and Consumer Response to Negative Publicity

Chethana Achar, University of Washington, USA
Nidhi Agrawal, University of Washington, USA

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.