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.


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.


Sheng-Chung Wei, De Lin Institute of Technology


NA - Advances in Consumer Research Volume 32 | 2005

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