Observational analysis highlights that higher cognitive age impacts brand loyalty and segmentation in baby boomers, suggesting differences in consumer behavior.
The baby boomer generational cohort consists of consumers born between 1946 and 1964. This study addresses this large, heterogeneous group and how cognitive age is a key discriminating variable that can be used in segmentation efforts. Results from the study indicate that baby boomers with a higher cognitive age will have less fashion interest, will report lower levels of innovativeness, and will be less socially involved. Also, higher cognitive age did not have an impact on brand/product loyalty or risk aversion. Implications for managers and academicians are discussed.
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Iyer et al. (2010) studied this question.
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