The Role of Cognitive Age in Status Consumption of Educated, Middle-Aged Iranian Consumers

The purpose of this paper is to investigate the role of educated، middle-aged Iranian consumers’ cognitive age in their status consumption. Survey method. The study was conducted in Babol. The data collection method used is cluster sampling technique، using an age-based sample of educated، middle-aged consumers (aged 35-60 years old). The survey contained two sections on the age decade scale and on a 5-point Likert scale. The findings revealed that there is a strong negative relationship between cognitive age and status consumption. The results suggested that educated، middle-aged consumers who feel cognitively young will be more motivated to consume for status and that this relationship is moderated by both brand awareness and price consciousness. Research Limitations: Given the focus on educated، middle-aged consumers، generalizations beyond this age group should be undertaken with some reservation. We cannot generalize the results of this research and apply it to the nation as a whole، because of the cultural and religious factors that come in to play، changing the variables. Managerial Implications – A study of this nature will help to shape marketers’ approach to attract educated، middle-aged consumers. Marketers should shift their focus away from regarding older consumers as old since older consumers tend to view themselves as younger than their chronological age. Originality/Value: This paper investigates the role of educated، middle-aged consumers’ cognitive age in their status consumption. It extends the research by looking at the moderating effects of brand awareness and price consciousness on the relationship between educated، middle-aged consumers’ cognitive age and status consumption.