The Relationship between Cognitive Age and Status Consumption: An Exploratory Look

Document Type

Article

Publication Date

Spring 2012

Publication Title

Marketing Management Journal

Abstract

This paper looks at the cognitive age of the consumers and how that impacts status consumption. The findings reveal that there is a strong negative relationship between cognitive age and status consumption. Additionally, this relationship between cognitive age and status consumption is moderated by consumer perceptions of price consciousness and brand consciousness. These results suggests that consumers who feel cognitively young will be more motivated to consume for status and that this relationship is moderated by both price consciousness (stronger for those who are less price conscious) and brand consciousness (stronger for those who are more brand conscious).

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