Cognitive Age: A Useful Concept for Advertising?
- 1 December 1991
- journal article
- research article
- Published by Informa UK Limited in Journal of Advertising
- Vol. 20 (4), 37-48
- https://doi.org/10.1080/00913367.1991.10673353
Abstract
Three different measures of cognitive age were administered to a sample of 355 older adults. Cognitive age was found to be a potentially valuable concept for advertising targeting, creative decisions and media selection, when used in conjunction with chronological age. Among the three different measures of cognitive age, the age-decade scale proved to be the best because, compared with the other two measures, it is easy to administer, analyze and interpret.Keywords
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