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| Formato: | Artículo científico |
| Lenguaje: | en |
| Publicado: |
Universidade da Coruña
2013
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| Acceso en línea: | https://www.redalyc.org/articulo.oa?id=707778071010 |
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- Self- perception of age as a criterion for segmentation of older adults’ involvement Marta Estrada Diego Monferrer Multidisciplinarias (Ciencias, Ciencias Sociales, Artes y Humanidades) Involvement Older adults Cognitive age Chronological age An important search in the field of aging has shown that there is a generalized tendency for older adults to maintain identities of cognitive age that correspond to younger people. In agreement with the popular view that “one is as old as one really feels” there is evidence that these self-conceptions of age can be better predictors of involvement, attitude and behavior towards products than the chronological age. Although self-perceptions of age in older adults have been widely studied, little is known about how this may affect their degree of involvement with advertised products. In this study we demonstrate, using structural equations models (SEM) and a sample of 1018 observations, that cognitive age is a segmentation criterion superior to chronological age in the study of older adults’ degree of involvement with the product. 2013 artículo científico 1852-2300 https://www.redalyc.org/articulo.oa?id=707778071010 en http://www.redalyc.org/revista.oa?id=7077 REDMARKA. Revista de marketing aplicado application/pdf Universidade da Coruña REDMARKA. Revista de marketing aplicado (España) Num.11 Vol.1