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The aging workforce is becoming an increasingly important topic in today’s labor market. However, most scientific research and organizational policies focus on chronological age as the main determinant of successful aging. Based on life span developmental theories – primarily socioemotional selectivity theory and motivational theory of life span development – the purpose of this paper is to test the added value of using subjective age – in terms of remaining opportunities and remaining time – over and above chronological age in their associations with motivation at work and motivation to work.

Workers from five different divisions throughout the Netherlands (n=186) from a taxi company participated in the survey study.

The results from the regression analyses and structural equation modeling analyses support the hypotheses: when subjective age was included in the models, chronological age was virtually unrelated to workers’ intrinsic motivation, extrinsic motivation, and motivation to continue to work for one’s organization. Moreover, subjective age was strongly related to work motivation. Specifically, workers who perceived many remaining opportunities were more intrinsically and extrinsically motivated, and those who perceived a lot of remaining time were more motivated across the board.

The findings indicate that subjective age is an important concept to include in studies focussing on successful aging, thereby contributing to life span developmental theories. Further implications for research and practice are discussed.

The purpose of this paper is to investigate how chronological age and work experience affect emotional labor strategies (i.e. deep acting and surface acting) through emotional intelligence (EI).

Structural equation modeling analysis provided support for the hypotheses based on a sample of 256 flight attendants working for four South Korean airlines.

The results showed that chronological age has a positive effect on both surface and deep acting. The study also found that work experience has a negative influence on surface acting, whereas it has a non-significant effect on deep acting. In addition, the investigation suggests that EI mediates the relationship between work experience and deep acting.

The current study will add to the growing body of research on emotional labor by examining the effect of chronological age and work experience on emotional labor strategies through EI.

The purpose of this study is to investigate the evaluation of desirability/feasibility and adoption intention for the self-service technology of “older” consumers. This study also aims to show that the evaluation of desirability/feasibility and adoption intention varies depending on the type of customer value provided by self-service technology. Moreover, the authors improve the understanding of “older” consumers by comparing the adoption behavior through three proxies that express consumer aging: chronological age, subjective age and future time perspective.

This study was performed as an experimental design by manipulating advertisement messages of self-service technology for online grocery shopping according to customer values. There are two analytic methods applied in this study. First, the current study compares the effects of chronological age, subjective age and the future time perspective on the evaluation and adoption intention of self-service technology by using structural equation modeling. Second, this study examines the moderation effect of customer values by conducting a multi-group analysis.

The results of current research indicate that the future time perspective explains participants’ evaluation and adoption intention of self-service technology compared to chronological age and subjective age. Specifically, participants who perceive their future time to be limited, rather than expansive, negatively assess the expected desirability and feasibility of self-service technology. In addition, the results of the moderation test show that the future time perspective affects more significantly the evaluation and adoption intention of self-service technology when the functional value is emphasized rather than emotional or social value.

The results of this study showed that the effect of future time perspective on expected desirability and feasibility was almost significant in each sub-dimension, but there were relatively few factors influencing trial intention. In this respect, it is necessary to look into the impact of the details of desirability and feasibility along with other variables known to influence the adoption of self-service technology related to aging. It would be meaningful to find and operationalize items that are valid for older consumers, rather than the desirability and feasibility elements typically applied to self-service technology.

This study contributes to the extension of the socioemotional selectivity theory that has been suggested to interpret older consumers’ behaviors. This research applies the concept of future time perspective to the assessment of desirability and feasibility and adoption intention. At the same time, for the marketing managers, the comparison between proxies that represent aging proposes the ways to attract “older” consumers with appropriate emphasis on customer values.

The purpose of this paper is to test the relationship between cognitive age and the adoption of defensive ageing consumption activities and its effect on life satisfaction in an Asian context. The relationship between the antecedent variables of chronological age, biological age and transitional life events and cognitive age is examined.

Survey method. The study was conducted in Malaysia, an Asian country that is characterized as collectivistic. Data collection method used is convenience sampling method, using a sample of adults aged 40 years or older based on previous research. Measures used include cognitive age developed by Barak and Schiffman and validated by Wilkes. Life stage transitional events include a list of ten major life events that respondents experienced in the past 12 months. Biological changes are summated index of the number of biological changes (e.g. lengthy hospitalization or rehabilitation, hearing impairment) adopted from Mathur and Moschis. Defensive ageing consumption activities include skin care products, health supplements, beauty treatment and exercising, that are commonly adopted to fight ageing.

The paper finds that in the context of an Asian country, consumers view themselves to be several younger than their chronological age, consistent with past research. Biological changes, transitional life events and chronological age had a significant positive relationship with cognitive age, consistent with the findings of past research. To the extent that cognitive age was found to be positively related to transitional life events, regression analysis showed that life event was not a predictor of cognitive age, further contributing to the inconclusive evidence regarding the effect of life events on cognitive age. Research results supported the negative relationship between cognitive age and anti‐ageing consumption behaviour.

Study of this nature will help to shape marketers' approach to attract older consumers. Marketers should shift their focus away from regarding older consumers as old since older consumers tend to view themselves as younger than their chronological age. An understanding of how consumers perceive themselves in terms of their cognitive age is useful for segmentation. Knowing how older adults view “age” is useful for communication strategies.

This paper examines the effect of cognitive age on defensive ageing consumption activities in an Asian country, a collectivist society. The defensive consumption strategies included in this study were a range of products were commonly known but not tested. It extends the research by looking at the effect of defensive ageing consumption activities on life satisfaction.

Previous research on age-related loyalty is sparse, contradictory and suffers from methodological limitations and criticisms. This study aims to apply two methodological advances to fresh purchasing data to give a much clearer picture of age-related differences in brand loyalty.

An online brand choice survey (n = 1,862) is used to examine age-related loyalty within three low-involvement categories in New Zealand. The polarisation index (φ) is adopted as the measure of loyalty to control for confounding influences present in prior research. Results for chronological age are validated through comparison with results for measures of cognitive, biological and sociological age, as well as household life cycle.

Contrary to prior research, age-related differences in loyalty are detected in two of the three low-involvement categories studied. The third category does not show detectable loyalty for any age group. Although differences in brand loyalty are broadly present across all age measures, no alternative measure outperforms chronological age in detecting variations in age-related loyalty.

To the best of the authors’ knowledge, this is the first evidence that age-related brand loyalty is present in low-involvement categories. However, effects are small and easily obscured by confounding factors. More research is needed to determine how results vary by category.

Despite showing minor differences in loyalty, older consumers still purchase from a wide portfolio of brands and so should not be ignored by marketers. Future research can investigate loyalty for older consumers by adopting the method of analysing differences in polarisation (φ) for chronological age groups.

Previous contradictory findings and methodological concerns about measurement of age-related loyalty are resolved through use of the polarisation index (φ) as a measure of loyalty and by confirmation that chronological age performs as well as any other age measure.

Over the past two decades, a large body of research has examined the effect of the awareness of the inevitability of death on consumption behaviours. However, the literature has shed little light on the effect of mortality salience (MS) on elderly individuals. The present research specifically aims to challenge the effect of MS on status consumption among elderly individuals.

Two experiments were conducted among individuals over 50. The experiments manipulated MS to test its effect on status consumption.

The results demonstrate that MS positively influences the preference for status products among elderly individuals (experiment 1) and that this effect is less pronounced as elderly individuals age (experiment 2). Subjective age bias, defined as the potential gap between chronological age and subjective age, negatively moderates this effect (experiment 2).

Luxury marketers need to pay attention to generational cohorts rather than other demographic variables in the segmentation of their market. Moreover, subjective age may be a better segmentation variable for marketers than objective variables such as chronological age.

This research provides insights that support a better understanding of status consumption among elderly individuals and the role of subjective ageing in this process.

The purpose of this paper is to examine the importance of cognitive‐ versus chronological‐age factors in activewear apparel advertisements targeting female baby boomers in the USA.

A total of 50 female participants aged 41‐65 were asked to view two print advertisements: one showing activewear apparel worn by a cognitive‐age model and the other by a chronological‐age model. Participants then responded to a four‐part questionnaire that included a measurement of cognitive age, physical activity, response to the advertisements, and purchase intent.

The responses indicated that the participants view themselves as younger than their chronological age and were more inclined to respond favorably toward the advertisement using the cognitive age model.

Although this study focuses on only one consumer group – US baby boomers – it reveals their current attitudes toward advertisements of activewear apparel as well as their motivations for purchasing activewear apparel. More research on this age demographic and the impact of cognitive age vs. chronological age on their perceptions of advertising is needed.

Currently one of the largest age demographics in the USA, baby boomers are known for having higher amounts of disposable income as compared to other age cohorts and for their interest in physical fitness and leading active lifestyles. The results of this study point to the need to understand the age‐related perceptions of this consumer group in order to successfully market activewear apparel products directly to them.

The purpose of this paper is to use cognitive age to segment college‐educated Japanese seniors, a grouping of interest to many marketers both within and external to Japan. The intent is to demonstrate the nomological validity of the cognitive age concept by relating it to key externalities and to further assess the viability of cognitive age over chronological age in non‐Western segmentation research.

Both hierarchical and non‐hierarchical clustering are employed to form segments of Japanese seniors based on their average cognitive age, as revealed by both Likert and semantic‐differential scaling. Differences are sought between the two clusters on key segmentation variables.

The results reveal that Japanese seniors who are younger, psychologically speaking, have more positive attitudes toward life satisfaction and aging than those respondents who are cognitively older. The psychologically younger respondents also tend to be more involved in activities and have better health along with economic comfort. The study further demonstrates, in a non‐Western setting, the predictive power of cognitive age over chronological age since the revealed cognitive age segments have the same chronological age.

The fact that average cognitive age relates to one's health makes it a powerful segmentation variable in international segmentation research on the mature market. Basically, cognitive age reveals an aptitude and, when coupled with purchasing power, the viability of senior segments may be assessed more clearly and strategically.

The study validates the usefulness of cognitive age in global segmentation research and illustrates its potential as a better predictor of behavior than chronological age.

The purpose of this study is to test the efficiency of the “gerontographics” model in predicting selected consumer behaviours in older adults.

Through regression analysis, a large sample of older Thai adults is used to test the predictive power of gerontographics against predictive measures based on both chronological age and cognitive age.

The findings of the study show that the gerontographics model is more powerful in predicting certain types of older adults’ consumer behaviour than chronological age or cognitive age.

These findings have implications for marketing and business strategies because they suggest that gerontographics segmentation may be a more useful and effective way to segment older consumers.