Publication: Using gerontographics to explain consumer behaviour in later life: evidence from a Thai study
Issued Date
2018-05-14
Resource Type
ISSN
07363761
Other identifier(s)
2-s2.0-85049113733
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Mahidol University
Rights Holder(s)
SCOPUS
Bibliographic Citation
Journal of Consumer Marketing. Vol.35, No.3 (2018), 317-327
Suggested Citation
Thuckavadee Sthienrapapayut, George P. Moschis, Anil Mathur Using gerontographics to explain consumer behaviour in later life: evidence from a Thai study. Journal of Consumer Marketing. Vol.35, No.3 (2018), 317-327. doi:10.1108/JCM-02-2017-2083 Retrieved from: https://repository.li.mahidol.ac.th/handle/20.500.14594/45365
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Title
Using gerontographics to explain consumer behaviour in later life: evidence from a Thai study
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Abstract
© 2018, Emerald Publishing Limited. Purpose: The purpose of this study is to test the efficiency of the “gerontographics” model in predicting selected consumer behaviours in older adults. Design/methodology/approach: Through regression analysis, a large sample of older Thai adults is used to test the predictive power of gerontographics against predictive measures based on both chronological age and cognitive age. Findings: The findings of the study show that the gerontographics model is more powerful in predicting certain types of older adults’ consumer behaviour than chronological age or cognitive age. Originality/value: These findings have implications for marketing and business strategies because they suggest that gerontographics segmentation may be a more useful and effective way to segment older consumers.