Relationship between cognitive age and technology readiness: an exploratory analysis of mature consumers

Rose, Janelle, and Ogunmokun, Gabriel (2010) Relationship between cognitive age and technology readiness: an exploratory analysis of mature consumers. In: Proceedings of ANZMAC Annual Conference 2010. From: ANZMAC 2010 Australian and New Zealand Marketing Academy Conference, 29 November - 1 December 2010, Christchurch, New Zealand.

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Abstract

Cognitive age is an important concept in the study of mature consumers. The present study examines the association between cognitive age and technology readiness and adoption of technologies among mature consumers. Findings suggest that mature consumers perceive themselves to be cognitively younger than their actual age. Cognitively younger mature consumers are more likely to be Explorers holding more positive feelings towards technology readiness. Adoption of self-service banking technologies and other technologies appear to decrease, with an increase in cognitive age. The inclusion of cognitive age in this study has provided an alternative insight into the mature consumer market.

Item ID: 15359
Item Type: Conference Item (Refereed Research Paper - E1)
Keywords: cognitive age, technology readiness, mature consumers, self-service technologies
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ISBN: 978-0-473-17820-8
Date Deposited: 03 May 2011 23:47
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl Strategy and Customer Relations) @ 100%
SEO Codes: 91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 100%
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