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KMID : 0379220220420020223
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Journal of Korea Gerontological Society
2022 Volume.42 No. 2 p.223 ~ p.244
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The Effect of Korean Senior Consumers’ Needs Factors on Brand Attitudes and Purchase Intentions: With Cognitive Age, Time Perception and Emotion Regulation
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Ahn Ga-Young
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Abstract
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This study has aims to investigate how South Korean senior consumers’ needs show its effects on brand attitudes and purchase intentions by perceiving cognitive age, time perception and emotion regulation of socioemotional selectivity theory. To accomplish this goal, the newly formed 7 needs, which were based on Maslow’s hierarchy of needs, were used to analyze the effects toward the brand attitudes and the purchase intentions with 342 Korean senior consumers (50-75 years old). This study tried to examine what kinds of needs are stimulated, and how these stimulated needs affect the brand attitudes and the purchase intentions of the senior consumers regarding cognitive age, time perception and emotion regulation. The results revealed that the new senior generation in Korea, which shows stable economic power and high education level, enjoys leisure and tries to satisfy cognitive and aesthetic needs in their lives. Moreover, these seniors enjoy their leisure life feeling younger with positive minds and tend to think they have got enough time in their lives. Therefore, practitioners firstly should seek ways to enhance ‘ratio of price to satisfaction’ in order to satisfy the needs of senior consumers. Secondly, they should also conceive a new marketing strategy to entice ‘placebo consumption’.
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KEYWORD
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Senior consumers, Hierarchy of needs, Cognitive age, Time perception, Emotion regulation
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