Abstract
Given the growing body of research dedicated to self-perceived age and the cognitive age construct, it is widely believed that one’s self-perceived age may actually be a better predictor of age-related psychological states or attitudes than mere chronological age. Extending the research on cognitive age, the current study examines the impact of both cognitive age and traditional chronological age on the behaviors of coffee shop users in Kuwait. The study finds that chronological age and cognitive age are highly correlated, both in age levels and in terms of consumer behavior. Nevertheless, a large portion of the sample perceived themselves to be younger than their chronological age. This is especially true of consumers aged 55 and over. The main findings that differentiate chronological age from cognitive age are that as Kuwaiti consumers become chronologically older, coffee drinks become more important to them. Also, as cognitive age increases, consumers are less likely to drink coffee with friends.
Highlights
With longer life expectancies and declining fertility rates, the world’s population is slowly and inexorably moving towards an older average age (Guido, Amatulli & Peluso, 2014)
As we seek to build on our knowledge of consumer behavior, service marketers utilize a wide variety of psychological constructs that promise to facilitate the process of segmenting and targeting important consumer segments
The current study extends previous research on cognitive age to the Middle East as well
Summary
With longer life expectancies and declining fertility rates, the world’s population is slowly and inexorably moving towards an older average age (Guido, Amatulli & Peluso, 2014). It has been suggested that the ageing of the world’s population is the most significant demographic change in the history of humankind (Kohlbacher, Sudbury & Hofmeister, 2011) In light of this trend, understanding how age interacts with consumption patterns has become essential to the world’s marketers. The investigation into the relationship between age (including both chronological and cognitive age) and coffee consumption in the Kuwait coffee shop market, the focus of the current study, is especially germane to service marketers seeking to understand the demographic and psychological factors that may impact retail coffee sales in the potentially lucrative markets of the GCC and the Middle East as a whole
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