Az értékválasztás és a kognitív életkor közötti kapcsolat a magyar 50 év feletti lakosság körében
DOI:
https://doi.org/10.14267/VEZTUD.2020.07-08.05Keywords:
personal values, cognitive age, senior consumers, surveyAbstract
The understanding of elderly people is critical in today’s ageing societies. This study aims to introduce the relationship between cognitive age and personal values among people over 50 years old, as well as to demonstrate the changes in this situation in Hungary through a comparison of current results to a similar study from 2010. According to the authors’ data, Hungarian elderly people have a lower cognitive age than their chronological age and this difference corresponds to values common in developed societies. Furthermore, the relationship between cognitive age and personal values has been confirmed and elderly people have been proved to be different in the importance and realisation of personal values according to their subjective age.
Downloads
References
Adams, D. L. (1971). Correlates of satisfaction among the elderly. The Gerontologist, 11(4), 64-68. https://doi.org/10.1016/j.jrp.2015.08.003
Agogo, D., Milne, G. R., & Schewe, C. D. (2014). Time benders: A model of subjective aging in aging adults. Health Marketing Quarterly, 31(4), 383-398.
Barak, B., & Schiffman, L. G. (1981). Cognitive Age: A Nonchronological Age Variable. Advances in Consumer Research, 8, 602-606.
Barak, B., & Stephen Gould, S. (1985). Alternative Age Measures: A Research Agenda. Advances in Consumer Research, 12, 53-58.
Barak, B., & Rahtz, D. R. (1990). Cognitive Age: Demographic and Psychographic Dimensions. Journal of Ambulatory Care Marketing, 3(2), 51-65. https://doi.org/10.1300/J273v03n02_06
Barak, B. (1998). Inner-Ages of Middle-Aged Prime-Lifers. International Journal of Aging and Human Development, 46(3), 189-228. https://doi.org/10.2190/Q9X5-8R56-EU39-BEND
Barak, B., Mathur L., Le, K., & Zhang, Y. (2001). Perception of Age-Identity: A Cross-Cultural Inner- Age Exploration. Psychology of Marketing, 18(10), 1003-1029. https://doi.org/10.1002/mar.1041
Barak, B., Mathur, A., Zhang, Y., Lee, K., & Erondu, E. (2003). Inner-age satisfaction in Africa and Asia: a cross-cultural exploration. Asia Pacific Journal of Marketing and Logistics, 15 (1/2), 3-26. https://doi.org/10.1108/13555850310765042
Barak, B. (2009). Age Identity: A Cross-Cultural Global Approch. International Journal of Behavioral Development, 33(1), 2-11. https://doi.org/10.1177/0165025408099485
Beatty, S. E., Kahle, L.R. Homer, P., & Misra, Sh. (1985). Alternative Measurement Approaches to Consumer Values: The List of Values and the Rokeach Value Survey. Psychology and Marketing, 2(3), 181-200. https://doi.org/10.1002/mar.4220020305
Burroughs, J.E., & Rindfleisch, A. (2002). Materialism and well-being: A conflicting values perspective. Journal of Consumer Research, 29(3), 348-370. https://doi.org/10.1086/344429
Chaouali, W., & Souiden, N. (2018). The role of cognitive age in explaining mobile banking resistance among elderly people. Journal of Retailing and Consumer Services, 50, 342-350. https://doi.org/10.1016/j.jretconser.2018.07.009
Chen, K., & Chan, A.H.S., (2014). Predictors of gerontechnology acceptance by older Hong Kong Chinese. Technovation, 34(2), 126–135. https://doi.org/10.1016/j.technovation.2013.09.010
Clark, S. D., Long, M.M., & Schiffman, L. G. (1999). The mind-body connection: The relationship among physical activity level, life satisfaction, and cognitive age among mature females. Journal of Social Behavior and Personality, 14(2), 221-240.
Cleaver, M., & Muller, T. E. (2002). I Want to Pretend I’m Eleven Years Younger: Subjective Age and Senior’s Motives For Vacation Travel. In Zumbo B.D. (eds.), Advances in Quality of Life Research 2001: Social Indicators Research Series, vol 17 (pp. 227-241). Dordrecht: Springer. https://doi.org/10.1007/978-94-015-9970-2_11
Csizmadia, Sz., Győri Szabó, R., & Kovács, N. (2015). Az idős fogyasztók és a tv reklámok Magyaroszágon. Marketing & Management, 49(3), 50-67.
Dernóczy-Polyák, A. & Keller, V. (2017). Klaszterképzés evési magatartás alapján – fókuszban a generációk. Vezetéstudomány, 48(3), 28-38. https://doi.org/10.14267/VEZTUD2017.0.3.03
Eibel-Spányi, K., & Hofmeister-Tóth, Á. (2010). The Impact of Values on Consumer Behavior. Global Business and Economics Anthology, 2(1), 283-293.
Eibel-Spányi, K., & Hofmeister-Tóth, Á. (2013). The impact of values on consumer behavior. International Journal of Economics and Business Research, 5(4), 400-419.
eNet (2018). Az idősek sem maradhatnak ki a digitális világból! Retrieved from https://enet.hu/hirek/az-idoseksem-maradhatnak-ki-a-digitalis-vilagbol/
Guido, G., Amatulli, C., & Peluso, A. M. (2014). Context effects on older consumers’ cognitive age: The role of hedonic versus utilitarian goals. Psychology and Marketing, 31(2), 103-114. https://doi.org/10.1002/mar.20679
Gwinner, K., & Stephens, N. (2001). Testing the Implied Mediational Role of Cognitive Age, Psychology&Marketing, 18(10), 1031-1048. https://doi.org/10.1002/mar.1042
Heidenreich, S., Kraemer, T., & Handrich, M. (2016). Satisfied and unwilling: exploring cognitive and situational resistance to innovations. Journal of Business Research, 69(7), 2440–2447. https://doi.org/10.1016/j.jbusres.2016.01.014
Henderson, K.V., Goldsmith, R.E., & Flynn, L.R. (1995). Demographic characteristic of subjective age. The Journal of Social Psychology, 135(4), 447-457. https://doi.org/10.1080/00224545.1995.9712214
Hofmeister-Tóth, Á. & Bauer, A. (1993). A fogyasztói értékrend alakulása. Budapest: BKE Marketing Tanszék, Kutatási jelentés ACE/EVE Projekt.
Hofmeister-Tóth, Á. &Bauer, A. (1995) A magyar marketing vezetők helye a nemzetközi kulturális térképen. Vezetéstudomány, 25(6), 37-44.
Hofmeister-Tóth, Á. (1996). Fogyasztói magatartás. Budapest: Nemzeti Tankönyvkiadó.
Hofmeister-Tóth, Á., Neulinger, Á., Kainzbauer, A. & Brück, F. (2005). Kulturális értékek, kulturális dimenziók és kulturális standardok: Empirikus vizsgálat a bécsi és a budapesti menedzserek körében. Vezetéstudomány, 36(2), 2-15.
Hofmeister-Tóth, Á., & Simányi, L. (2006). Cultural Values in Transition. Society and Economy, 28(1), 41-59. https://doi.org/10.1556/SocEc.28.2006.1.
Hofmeister-Tóth, Á., & Neulinger, Á. (2011). Generational differences in consumption patterns in Hungary. International Journal of Economics and Business Research, 3(1),118-130.
Hofmeister-Tóth, Á., Kelemen, K., & Piskóti, M. (2011a). Self- Perceived Age of the Hungarian Consumers. Global Business and Economics Anthology, 2(1), 127-136.
Hofmeister-Tóth, Á., Kelemen, K., & Piskóti, M. (2011b). A kognitív életkor és az 50+ generáció környezettudatos fogyasztói magatartása. Marketing & Management, 45(3), 56-67.
Hofmeister-Tóth, Á. (2016). Fogyasztói értékek, trendek és magatartás: Korreferátum Törőcsik Mária: A fogyasztói magatartás új tendenciái című tanulmányához. Vezetéstudomány, 47(4), Marketingtudományi különszám, 26-29.
Homer, P. M., & Kahle, L. R. (1988). A structural equation test of the value-attitude-behavior hierarchy. Journal of Personality and Social Psychology, 54(4), 638-646. https://doi.org/10.1037/0022-3514.54.4.638
Jászberényi, J. (2008). Az „öregek” nem is léteznek? Az időskorúak ábrázolása a magyarországi televíziós reklámokban. Médiakutató, 9(3), 35-41.
Kahle L. R., Beatty, S. E., & Homer, P. (1986). Alternative Measurement Approaches to Consumer Values: The List of Values (LOV) and Values and PM, Life Style (VALS). Journal of Consumer Research, 13(3), 405-409. https://doi.org/10.1086/209079
Kahle, L. R. (1983, eds). Values and Social Change: Adaptation to Life in America. New York: Praeger.
Kahle, L. R., Rose, G., & Shoham, A. (1999). Findings of OV throughout the world, and other evidence of crossnational consumer psychographics: Introduction. Journal of Euromarketing, 8(1/2), 1-13. https://doi.org/10.1300/J037v08n01_01
Kamakura, W. A., & Mazzon, J. A. (1991). Value Segmentation: A Model for the Measurement of Values and Value Systems. Journal of Consumer Research, 18(2), 208-218. https://doi.org/10.1086/209253
Kastenbaum, R., Derbin, V., Sabatini, P., & Artt S. (1972). The Ages of Me”: Toward Personal and Interpersonal Definitions of Functional Aging. Aging and Human Development, 3(2), 197-211. https://doi.org/10.2190/TUJR-WTXK-866Q-8QU7
Kohlbacher, F., & Cheron, E. (2012). Understanding “silver” consumers through cognitive age, health condition, financial status and personal values: Empirical evidence from the world’s most mature market Japan. Journal of Consumer Behavior, 11(3), 179-188. https://doi.org/10.1002/cb.382
Kohlbacher, F., & Cheron, E. (2010). Segmenting the Silver Market Using Cognitive Age and the List of Values: Empirical Evidence from Japan. European Advances in Consumer Research (EACR) Conference 2010, June 30 - July 3, London.
Kohlbacher, F., Sudbury-Riley, L., & Hofmeister, A. (2011). Challenging the culture-free hypothesis of cognitive age among older consumers: Evidence from a cross-national survey. In Ahluwalia, R., Chartrand, T. L., & Ratner, R. K., (eds), Advances in Consumer Research, 39 (pp. 325-332). Chicago: Association for Consumer Research.
KSH (2017). Ezüstkor 2016. Budapest: KSH.
Lakos, N. (2007). Távolban az ezüstrókák - Az idősödő társadalom a marketingstratégiák átalakítására ösztönöz. Kreatív Online. Retrieved from http://www.kreativ.hu/cikk.php?id=20201,
Lee, J.A., Soutar, G.N., & Louviere, J. (2007). Measuring values using best worst scaling: LOV example. Psychology and Marketing 24(12), 1043-1058. https://doi.org/10.1002/mar.20197
Mathur, A., Sherman, E., Schiffman, L. G. (1998). Opportunities for marketing travel services to newage elderly. The Journal of Services Marketing, 12(4), 265-277. https://doi.org/10.1108/08876049810226946
Mathur, A., Barak, B., Zhang, Y., & Lee, K.S. (2001). Cross-Cultural Proceedure to Assess Reliability and Measurement Invariance. Journal of Applied Measurement, 2(3), 241-255.
Mathur, A., & Moschis, G.P. (2005). Antecedents of Cognitive Age: A Replication and Extension. Psychology & Marketing, 22(12), 969-994. https://doi.org/10.1002/mar.20094
Moschis, G. P., Lee, E., & Mathur, A. (1997). Targeting the mature market: opportunities and challenges. Journal of Consumer Marketing, 14(4), 282-293. https://doi.org/10.1108/07363769710188536
Niemelä-Nyrhinen, J. (2007). Baby Boom Consumers and Technology: Shooting down stereotypes. Journal of Consumer Marketing, 24(5), 305-312. https://doi.org/10.1108/07363760710773120
Peters, G.R. (1971). Self-Conception of the Aged, Age Identification, and Aging. The Gerontologist, 11(4), 69-73. https://doi.org/10.1093/geront/11.4_Part_2.69
Rokeach, M. (1973). The Nature of Human Values. New York: Free Press.
Sas, D. (2010). Nemcsak a húszéveseké a világ (TDKdolgozat). Budapest: Budapesti Corvinus Egyetem.
Schafer M.H. & Shippee, T.P. (2010). Age identity, gender, and perception of deline: Does feeling older lead to pessimistic disposition about cognitive aging? The Journal of Gerontology Series B: Psychological Sciences and Social Sciences, 65(1), 91-96. https://doi.org/10.1093/geronb/gbp046
Schiffman, L.G., & Sherman, E. (1991). Value Orientation of New-Age Erderly: The Coming of an Ageless Market. Journal of Business Research, 22(2) 187-194. https://doi.org/10.1016/0148-2963(91)90052-Y
Schiffman, L.G., Sherman, E., & Long, M.M. (2003). Towards a better understanding of interplay of personal values and the internet. Psychology & Marketing, 20(2), 169-186. https://doi.org/10.1002/mar.10066
Simcock, P., & Sudbury, L. (2006). The invisible Majority? Older Models in UK Televison Advertising. International Journal of Advertising, 25(1), 87-106. https://doi.org/10.1080/02650487.2006.11072953
Spinks, W. (2017) The influence of cognitive age versus chronological age on customer satisfaction in the health sector. e-Journal of Social & Behavioural Research in Business, 8(1), 106-113. Retrieved from http://www.ejsbrb.org
Stephens, N. (1991). Cognitive Age: A Useful Concept for Advertising? Journal of Advertising, 20(4), 37-48. https://doi.org/10.1080/00913367.1991.10673353
Sudbury, L. (2004). Subjective Age Perceptions in The UK: An Empirical Study. Quality in Ageing, Policy, Practice and Research, 5(1), 4-13. https://doi.org/10.1108/14717794200400002
Sudbury, L., & Simcock, P. (2009a). Understanding Older Consumers through Cognitive Age and the List of Values: A UK Perspective. Psychology & Marketing, 26(1), 22-38. https://doi.org/10.1002/mar.20260
Sudbury, L. & Simcock, P. (2009b). A multivariate segmentation model of senior consumers. Journal of Consumer Marketing, 26(4), 251-262. https://doi.org/10.1108/07363760910965855
Sudbury, L., & Simcock, P. (2010). To Use or Not to Use? Age Based Sales Promotions and the Older Consumer. In Enhancing Knowledge Development in Marketing (pp. 88-89). Chicago: American Marketing Association.
Sudbury-Riley, L., Kohlbacher, F., & Hofmeister, A. (2011). Using Self-perceived Age and the List of Values to Study Older Consumer in Four Nations. In Ahluwalia, R., Chartrand, T. L. & Ratner. R. K. (eds.), Advances in Consumer Research, 39 (pp. 341-346). Chicago: Association for Consumer Research.
Sudbury-Riley, L., Kohlbacher, F., & Hofmeister, A. (2015). Baby Boomers of different nations Identifying horizontal international segments based on selfperceived age. International Marketing Review, 32(3-4), 245-278.
Törőcsik, M. (2016). A fogyasztói magatartás új tendenciái. Vezetéstudomány, 47(4), Marketingtudományi különszám,19-25.
Törőcsik M. (2003). Fogyasztói magatartás – Trendek. Budapest: KJK.
United Nations (2011). World Population Prospects The 2010 Revision. New York: UN.
Van Auken, S., & Barry, T. E. (2009). Assessing the nomological validity of a cognitive age segmentation of Japanese seniors. Asia Pacific Journal of Marketing and Logistics, 21(3), 315-328. https://doi.org/10.1108/13555850910973810
Van Auken, S., Barry, T. E., & Bagozzi, R. P. (2006). A Cross-Country Construct Validation of Cognitive Age. Journal of the Academy of Marketing Science, 20(10), 1-17. https://doi.org/10.1177/0092070304270996
Ward, R. A. (1977). The Impact of Subjective Age and Stigma on Older Persons. Journal of Gerontology, 32(2), 227-232. https://doi.org/10.1093/geronj/32.2.227
Westerhof, G. J., Whitbourne, S.K. & Freeman, G. P. (2012). The aging self in a cultural context: Identity processes, perceptions of aging and self-esteem in the United States and the Netherlands. The Journal of Gerontology Series B: Psychological Sciences and Social Sciences, 67(1), 52-60. https://doi. org/10.1093/geronb/gbr075
Williams, A., Ylänne, V., Wadleigh, P. M., & Chen, C. H. (2010). Portrayals of Older Adults in UK Magazine Advertisements: Relevance of target audience. Communications, 35(1), 1-27. https://doi.org/10.1515/comm.2010.001
Wilkes. R. E. (1992). A structural modeling approach to the measurement and meaning of cognitive age. Journal of Consumer Research, 19, 292-301. https://doi.org/10.1086/209303
Zniva, R. & Weitz, W. (2016) It’s not how old you are but how you are old: A review on aging and consumer behaviour. Management Review Quarterly, 66, 267-297. https://doi.org/10.1007/s11301-016-0121-z
Downloads
Published
How to Cite
Issue
Section
License
Authors assign copyright to Vezetéstudomány / Budapest Management Review. Authors are responsible for permission to reproduce copyright material from other sources.
