Abstract
Purpose – The purpose of this paper is to investigate self-perceived age among Baby Boomers in the UK, Germany, Japan, and Hungary, and identifies two horizontal segments based on the way consumers view their age. Design/methodology/approach – Questionnaires were used to sample 880 Baby Boomers. Structural equation modeling is used to investigate multinational measurement invariance of the cognitive age scale. Findings – Two distinct segments are identified, providing support for a young-at-heart consumer culture in all nations in the study. Results also find cognitive age to exhibit partial measurement invariance, which is expected given the disparate nations under study. Research limitations/implications – This research contributes to cross-cultural global age research which is still in an early pioneering stage. The study builds on a small number of previous studies that validate cognitive age, extends current knowledge of the measurement properties of cognitive age, and identifies two distinct interna...
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