Granice rynku "starszych konsumentów" w Europie - wiek chronologiczny a wiek kognitywny nabywców

• Autorzy: Marcin Awdziej

Warianty tytułu

Boundaries of the "Elder Consumer" Market in Europe - the Chronological Age and the Cognitive Age of Purchasers

• Języki publikacji: PL

Abstrakty

Celem rozważań jest analiza przydatności wieku chronologicznego jako kryterium wyodrębnienia rynku starszych konsumentów w krajach Unii Europejskiej. Powszechnie uważa się, że znaczenie tego rynku będzie rosło ze względu na jego rozmiary, jednak trudno je precyzyjnie wyznaczyć ze względu na niechęć starszych konsumentów do identyfikowania się ze swoją grupą wiekową. Z przeprowadzonych badań wynika, że wiek kognitywny jest lepszym predyktorem zachowań nabywców niż wiek chronologiczny, co więcej, pozwala on na lepsze poznanie rzeczywistych potrzeb i aktywności starszych nabywców. Artykuł jest przeglądem literatury. (abstrakt oryginalny)

EN

An aim of considerations is to analyse the usefulness of chronological age as a criterion for separation of the elder consumer market in the European Union countries. It is commonly believed that importance of this market will grow due to its dimensions; however, it is difficult to precisely determine them due to reluctance of elder consumers to be identified with their age group. The carried out surveys show that the cognitive age is a better predictor of purchasers' behaviours than the chronological age; moreover, it allows for a better recognition of the real needs and activity of elder purchasers. The article is a review of literature. (original abstract)

Słowa kluczowe

PL

Zachowania konsumenta; Ludzie starsi; Psychologia konsumenta; Przegląd literatury

EN

Consumer behaviour; Elderly people; Consumer psychology; Literature review

• Czasopismo: Handel Wewnętrzny
• Rocznik: 2015
• Numer: nr 1
• Strony: 17--25

Twórcy

autor

Marcin Awdziej

• Akademia Leona Koźmińskiego w Warszawie

Bibliografia

• Bałandynowicz-Panfil K. (2012), The Role of Older People as Consumers - the Comparative Analysis of Old and New Member States of European Union, "Comparative Economic Research. Central And Eastern Europe", Vol. 15, No. 1.
• Barak B., Gould S. (1985), Alternative age measures: a research agenda, "Advances in Consumer Research", Vol. 12.
• Barak B., Gould S., Schiffman L. (1981), Cognitive age: a non- chronological age variable, (w:) Monroe K., "Advances in Consumer Research", Vol. 8.
• Barak B., Mathur A., Lee K., Zhang Y. (2001), Perceptions of age- identity: a cross-cultural innerage exploration, "Psychology and Marketing", Vol. 18, No. 10.
• Barnhart M., Penaloza L. (2013), Who are you calling old? Negotiating old age identity in the elderly consumption ensemble, "Journal of Consumer Research", Vol. 29.
• Bei L., Chen E. (2005), The influences of Cognitive Age on Consumers' Brand Preferences and Choices, "Twelfth International Conference on Recent Advances in Retailing and Consumer Services Science", Orlando.
• Blau Z. (1956) Changes in status and age identification, "American Sociological Review", Vol. 21.
• Bond J., Briggs R., Coleman P. (1993), The Study of Ageing, (in:) Bond J., Coleman P., Peace S. (Eds.), Ageing in Society: An Introduction to Social Gerontology (2nd ed), Sage, London.
• Carrigan M., Szmigin I., Wright J. (2004), Shopping for a better world? An interpretative study of the potential for ethical consumption within the older market, "Journal of Consumer Marketing", Vol. 21, No. 6.
• Chang C. (2008), Chronological age versus cognitive age for younger consumers. Implications for advertising persuasion, "Journal of Advertising", Vol. 37, No. 3.
• Demography Report 2010 (2011), Older, more numerous and diverse Europeans, Eurostat, Luxembourg.
• Dychtwald K. (1997), Marketplace 2000: riding the wave of population change, "Journal of Consumer Marketing", Vol. 14, No. 4.
• Eastman J., Iyer R. (2005), The impact of cognitive age on internet use of the elderly: an introduction to the public policy implications, "International Journal of Consumer Studies", Vol. 29, No. 2.
• Giannakouris K. (2008), Ageing characterizes the demographic perspectives of the European societies, "Statistics in Focus", No. 72.
• Gonzalez A., Rodriguez C., Mauro M., Cervantes M. (2008), Cognitive age as a criterion explaining senior tourists' motivations, "International Journal of Culture, Tourism And Hospitality", Vol. 3, No. 2.
• Goulding C., Shankar A. (2004), Age is just a number. Rave culture and the cognitively young thirtysomething, "European Journal of Marketing", Vol. 38, No. 5/6.
• Guptil C. (1969), A measure of age identification, "The Gerontologist", Vol. 9.
• Gwinner K., Stephens N. (2001), Testing the implied mediational role of cognitive age, "Psychology and Marketing", Vol. 18, No. 10.
• Havinghurst R., Albrecht R. (1953), Older People, Longmans Green, New York.
• Johnson E. (1996), Cognitive Age: Understanding Consumer Alienation in the Mature Market, "Review of Business", Vol. 17, No. 3.
• Kastenbaum R., Durbin V., Sabatini P., Artt S. (1972), The ages of me: toward personal and interpersonal definitions of functioning aging, "Ageing and Human Development", Vol. 3.
• Martin B., McGuire F., Allen L. (1998), Opportunities for marketing travel services to new- age elderly, "Journal of Services Marketing", Vol. 12, No. 4.
• Moschis G., Bellenger D., Curasi C. (2004), Housing preferences of older consumers, "Proceedings of the 10th Annual Conference of the Pacific Tim Real Society", Bangkok.
• Osgood C., Suci G. (1955), Factor analysis of meaning, "Journal of Experimental Psychology", Vol. 50.
• Reece W. (2004), Are senior leisure travelers different?, "Journal of Travel Research", Vol. 43.
• Rizal A. (2002), The older or ageing consumers in the UK: are they really that different?, "International Journal of Market Research", Vol. 44.
• Rosow I. (1974), Social Integration of the Aged, The Free Press, New York.
• Sherman E., Schiffman L., Mathur A. (2001), The influence of gender on the new-age elderly's consumption orientation, "Psychology and Marketing", Vol. 18, No. 10.
• Silvers C. (1997), Smashing old stereotypes of 50-plus America, "Journal of Consumer Marketing", Vol. 14, No. 4.
• Stephens N. (1991), Cognitive age: a useful concept for advertising?, "Journal of Advertising", Vol. 20, No. 4.
• Tuckman J., Lorge I. (1954), Classification of the self as young, middle-aged or old, "Geriatrics", Vol. 9.
• Tynan A., Drayton J. (1988), The neglect of the older consumer, "Journal of Consumer Studies and Home Economics", Vol. 12.
• Wei S., Bei L. (2003), The Relatinship Between Cognitive Age and the Adoption of New Products, "Advertising and Public Relations Conference", Taipei, Taiwan.
• Whitford M. (1998), Market in motion, "Hotel and Motel Management", Vol. 20, No. 1.
• Wilkes R. (1992), A structural Modeling Approach to the Measurement and Meaning of Cognitive Age, "Journal of Consumer Research", No. 19.