Authors: Larry P. Pleshko; Richard A. Heiens; Adel Al-Wugayan
Addresses: College of Business Administration, Kuwait University, P.O. Box 5486, Safat 13055, Kuwait ' School of Business Administration, University of South Carolina Aiken, 471 University Parkway, Aiken, SC 29801, USA ' College of Business Administration, Kuwait University, P.O. Box 5486, Safat 13055, Kuwait
Abstract: The current study examines the concept of self-perceived age in the Middle Eastern market through the use of the cognitive age construct. The results of a survey of 613 respondents in the Kuwait market reveal that the five-item cognitive age measure scored 0.949 on Cronbach's coefficient alpha, which is indicative of a reliable variable. The results also indicate that the differences between chronological age and cognitive age vary across lifecycle age groups. Specifically, Kuwaiti consumers overall tend to perceive their cognitive ages to be below their actual chronological ages, and this pattern becomes stronger as consumers get older. The analyses also find that age differences exist by gender. Men under the age of 25 in the Kuwait market perceive themselves to be almost four years older than their actual chronological ages. The study suggests that the cognitive age construct might be a useful segmentation variable in the Middle Eastern market.
Keywords: ageing; gender; lifecycle; self-perceptions; cognitive age; chronological age; middle east; Kuwait.
Middle East Journal of Management, 2018 Vol.5 No.2, pp.161 - 174
Available online: 02 Apr 2018 *Full-text access for editors Access for subscribers Purchase this article Comment on this article