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학제간연구 과학기술학 뇌인지과학 기술정책 기타 복합학

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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통과학회 유통과학연구 유통과학연구 제13권 제5호
발행연도
2015.1
수록면
83 - 90 (8page)

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초록· 키워드

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Purpose – This research aims to understand the different behaviors of consumers according to cognitive age. Specifically, this research is focused on pro-social behavior. Pro-social behavior is defined as behavior benefiting others, rather than behavior benefiting one’s self. It often entails individual risk or cost, such as when giving resources to others, waiting in line, asking for or paying a fair price, or risking one’s life in battle. Therefore, we sought to understand consumer psychology and cognitive age as a reflection of inner psychology. People frequently perceive themselves as younger or older than their chronological ages. This self-perceived or cognitive age is a subjective age perception independent of actual chronological age. The discrepancy degree between chronological and cognitive age represents how much individuals perceive themselves as younger than they are. This study examines the gap in donation intention based on cognitive age. In order to investigate cognitive age, composed of four sub-categories (feel-age, look-age, do-age, and interest-age), this study explores the differential donation intention based on cognitive age, which determines the relationship between the young age and old age. Research design, data, and methodology – Data research was conducted by gathering 216 survey samples, excluding those with unreliable answers. Data coding and cleaning were used and SPSS 19.0 software for the data analysis. The respondents were categorized into two types, younger cognitive ages and older cognitive ages. Additionally, we analyzed the moderating variables. In particular, we used cognitive age degree and congruency level (cognitive age low vs. cognitive age high) x (congruency close vs. congruency distant) between - subjects design. First, regression was done to verify the difference between chronological age and cognitive age. Second, at-test was done to verify the difference of cognitive age level in donations. Third, ANOVA (analysis of variance) was done to verify the difference between cognitive age and congruency in donations. Last, ANOVA was done to verify the difference between cognitive age and moral judgments in donations. Result – The results show most respondents perceive themselves as younger than their chronological ages. In particular, older respondents feel they are younger than their actual age. Moreover, the result of the comparison between low degree and high degree groups of cognitive age, show high donations at the higher degree of cognitive age groups. In addition, the closer the distance to the beneficiaries, the higher the donation in high degree cognitive age groups. The higher moral judgment groups also show relatively high contributions in lower degree cognitive age groups. Conclusions – Donations belong to the category of pro-social behavior reflecting an individual’s psychological state. Therefore, it is important in understanding cognitive age. This study implies that it is necessary to take into account both cognitive age and chronological age when segmenting donors. Moreover, this study confirmed that there are different factors affecting the motives behind donations. Thus, it may be utilized to create differential donation strategies.
#Cognitive Age #Moral Judgement #Congruency #Donation Intention #Silver Market

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참고문헌 (28)

참고문헌 신청
Andreoni, J. / 1990 / Impure Altruism and Donations to Public Goods : A Theory of Warm-Glow Giving? / Economic Journal 100 : 464 ~ 477 google schola Barak, B. / 1981 / Cognitive Age: A Nonchronological Age Variable / Advances in Consumer Research 12 : 53 ~ 58 google schola Barak, B. / 1986 / Subjective Age Correlates : A research note / The Gerontologist 26 : 571 ~ 578 google schola Bargh, J. A. / 1995 / Attractiveness and Its Consequences for Sexual Harassment and Aggression / Journal of Personality and Social Psychology Bulletin 33 : 200 ~ 212 google schola Batson, D. C. / 2002 / Four Motives for Community Involvement / Journal of Social Issues 58 (3) : 429 ~ 445 google schola

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