The Role of Cognitive Age in Status Consumption of Educated, Middle-Aged Iranian Consumers

Subject Areas : Jounal of Marketing Management

Javad Abbasi ¹ (Assistant Professor, Department of Business Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran)
Mohammad Pourreza ² (Graduate Student, Department of Business Management, Research & Science Branch, Islamic Azad Unuuversity, Qazvin, Iran)

Received: 2013-11-01 Accepted : 2014-04-11 Published : 2018-10-23

Keywords: Educated, Cognitive age, Status consumption, price consciousness, Middle-aged, brand awareness,

Abstract :

Purpose – The purpose of this paper is to investigate the role of educated, middle-aged Iranian consumers’ cognitive age in their status consumption. Methodology – Survey method. The study was conducted in Babol. The data collection method used is the cluster sampling method, using an age-based sample of educated, middle-aged consumers (aged 35-60 years old). The survey contained two sections on the age decade scale and on a 5-point Likert scale. Findings – The findings revealed that there is a strong negative relationship between cognitive age and status consumption. The results suggested that educated, middle-aged consumers who feel cognitively young will be more motivated to consume for status and that this relationship is moderated by both brand awareness and price consciousness. Research Limitations – Given the focus on educated, middle-aged consumers, generalizations beyond this age group should be undertaken with some reservation. We cannot generalize the results of this research and apply it to the nation as a whole, because of the cultural and religious factors that come in to play, changing the variables. Managerial implications – A study of this nature will help to shape marketers’ approach to attract educated, middle-aged 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. Originality/value – This paper investigates the role of educated, middle-aged consumers’ cognitive age in their status consumption. It extends the research by looking at the moderating effects of brand awareness and price consciousness on the relationship between educated, middle-aged consumers’ cognitive age and status consumption.