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

Subject Areas : Jounal of Marketing Management

J. Abbasi ¹ , M. Pourreza ²

1 - دانشگاه آزاد اسلامی، واحد قزوین، گروه مدیریت، قزوین، ایران
2 - دانشجوی کارشناسیارشد، دانشگاه آزاد اسلامی، واحد علوم و تحقیقات قزوین، گروه مدیریت، قزوین، ایران

Received: 2014-09-05 Accepted : 2014-09-05 Published : 2014-09-23

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

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 cluster sampling technique, 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.