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Journal Article

Cognitive Age: A Useful Concept for Advertising?

Nancy Stephens
Journal of Advertising
Vol. 20, No. 4 (Dec., 1991), pp. 37-48
Published by: Taylor & Francis, Ltd.
Stable URL: http://www.jstor.org/stable/4188814
Page Count: 12
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Cognitive Age: A Useful Concept for Advertising?
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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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