The Relationship between Cognitive Age and Status Consumption: An Exploratory Look
Marketing Management Journal
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).
Eastman, Jacqueline K., Rajesh Iyer.
"The Relationship between Cognitive Age and Status Consumption: An Exploratory Look."
Marketing Management Journal, 22 (1): 80-96.