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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.
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Nancy Stephens (1991) studied this question.
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