Thuckavadee SthienrapapayutGeorge P. MoschisAnil MathurHofstra UniversityMahidol UniversityGeorgia State University2019-08-232019-08-232018-05-14Journal of Consumer Marketing. Vol.35, No.3 (2018), 317-327073637612-s2.0-85049113733https://repository.li.mahidol.ac.th/handle/20.500.14594/45365© 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.Mahidol UniversityBusiness, Management and AccountingArticleSCOPUS10.1108/JCM-02-2017-2083