Skip to main content

Cognitive age and grocery-store patronage by elderly shoppers

Buy Article:

$51.63 plus tax (Refund Policy)


This paper discusses and evaluates the impact of cognitive (or self-perceived) age on grocery-store patronage by elderly shoppers. Cognitive age is seen to be a more accurate reflection of changes related to age and aging than chronological age. Based on self-concept theory, the authors propose that cognitive age moderates the effects of perceptions of store attributes on satisfaction with a store. The hypotheses tests used a sample of 404 supermarket patrons aged 60 and above. The latent construct, cognitive age, was operationalised by six items: feel, look, do, interest, health, and think age. The cognitive ages of our respondents proved to be significantly lower than their chronological ages. To evaluate the moderating effects, we applied the product-indicator approach using variance-based structural equation modelling. The results show that the impacts of product range, manoeuvrability, and atmosphere within the store on satisfaction become significantly stronger with increasing cognitive age. We conclude that cognitive age dimensions influence perceptions and, subsequently, behaviour related to store patronage, and thus contribute to the understanding of the growing segment of elderly shoppers.

Keywords: cognitive age; consumer; grocery; patronage; retail; senior citizen

Document Type: Research Article


Affiliations: 1: University of Surrey, UK 2: Austrian Institute for SME Research, Vienna, 3: Vienna University of Economics and Business, Vienna,

Publication date: February 1, 2013

More about this publication?

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
Cookie Policy
ingentaconnect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more