Understanding “silver” consumers through cognitive age,health condition,financial status,and personal values: Empirical evidence from the world's most mature market Japan

Older consumers remain under‐researched, especially in Japan, the country most severely affected by demographic change with a rapidly aging and shrinking population. This paper aims at a better understanding of Japanese older consumers through cognitive age, health condition, financial status, and personal values. This study is the first one using these variables together on a sample of 316 older Japanese consumers. The age perception of the respondents was found on average 8 years younger than their actual chronological age, in line with the assumption of cognitive age being universal. Four groups were identified revealing a decrease in the difference between chronological and cognitive age with lower levels of health and wealth. The difference was found higher for people feeling healthy and poor than for people feeling in poor health and wealthy, thus indicating that feeling in good health was having somewhat more impact on the difference between actual and cognitive age than feeling wealthy. Respondents gave top ranking to “warm relationships with others”, second importance to “security”, and third importance to “fun and enjoyment in life”. The rankings of “excitement”, “fun and enjoyment in life”, and “sense of accomplishment” were showing a significant decrease of importance with higher cognitive age groups. Copyright © 2011 John Wiley & Sons, Ltd.     

Another fundamental social category? Spontaneous categorization of people who uphold or violate moral norms

Studies of social categorization have shown that humans robustly categorize others along dimensions of sex, age, kinship, and coalition. Drawing on a functional perspective, we predicted that humans should also categorize others along the dimension of morality (i.e., violating vs. upholding moral norms). In a study employing the memory confusion paradigm, university undergraduate participants (N = 39) were presented with same-sex targets randomly matched with sentences indicating violation or upholding of moral norms, and with sentences indicating competence or incompetence. Results showed that participants spontaneously categorized along morality but not along competence, suggesting that morality (beyond general valence) may be an important dimension of social categorization.     

Revisiting the relation between contingency awareness and attention: evaluative conditioning relies on a contingency focus

Although evaluative conditioning has occasionally been demonstrated in the absence of contingency awareness, many recent studies imply that its acquisition depends on the availability of attentional resources during conditioning. In previous experiments attention has typically been manipulated in a general way rather than looking at the particular focus of attention. The present study investigated the role of a focus on the CS-US contingency. Two separate distraction tasks were designed that either diverted attention from the stimuli or directed it to the stimuli while drawing attention away from the contingency between the stimuli. Both types of distraction were shown to eliminate evaluative conditioning. Significant evaluative conditioning was observed in a third group of participants who were required to attend the contingencies. A mediation analysis showed that the observed discrepancy in evaluative conditioning effects between groups was mediated by contingency awareness. The results imply that attention in terms of a stimulus focus is not sufficient for evaluative conditioning to occur. Rather, attention to the contingencies between stimuli appears to be crucial in evaluative conditioning, because it is supposed to foster the acquisition of contingency awareness.     

Individual differences in the rubber-hand illusion: Predicting self-reports of people's personal experiences

Can we assess individual differences in the extent to which a person perceives the rubber-hand illusion on the basis of self-reported experiences? In this research, we develop such an instrument using Rasch-type models. In our conception, incorporating an object (e.g., a rubber hand) into one's body image requires various sensorimotor and cognitive processes. The extent to which people can meet these requirements thus determines how intensely people experience and, simultaneously, describe the illusion. As a consequence, individual differences in people's susceptibility to the rubber-hand illusion can be determined by inspecting reports of their personal experiences. The proposed model turned out to be functional in its capability to predict self-reports of people's experiences and to reliably assess individual differences in susceptibility to the illusion. Regarding validity, we found a small, but significant, correlation between individual susceptibility and proprioceptive drift. Additionally, we found that asynchrony, and tapping rather than stroking the fingers constrain the experience of the illusion.     

Cue effectiveness in communicatively efficient discourse production

Recent years have seen a surge in accounts motivated by information theory that consider language production to be partially driven by a preference for communicative efficiency. Evidence from discourse production (i.e., production beyond the sentence level) has been argued to suggest that speakers distribute information across discourse so as to hold the conditional per-word entropy associated with each word constant, which would facilitate efficient information transfer (Genzel & Charniak, 2002). This hypothesis implies that the conditional (contextualized) probabilities of linguistic units affect speakers' preferences during production. Here, we extend this work in two ways. First, we explore how preceding cues are integrated into contextualized probabilities, a question which so far has received little to no attention. Specifically, we investigate how a cue's maximal informativity about upcoming words (the cue's effectiveness) decays as a function of the cue's recency. Based on properties of linguistic discourses as well as properties of human memory, we analytically derive a model of cue effectiveness decay and evaluate it against cross-linguistic data from 12 languages. Second, we relate the information theoretic accounts of discourse production to well-established mechanistic (activation-based) accounts: We relate contextualized probability distributions over words to their relative activation in a lexical network given preceding discourse.     

Inferring correlations: From exemplars to categories

Research and theorizing suggest a processing advantage of category-level correlations over exemplar-level correlations. That research has also shown that category-level correlations serve as a proxy for inferring exemplar-level correlations. For example, an individual may learn that the demand for a product category, like cheese, in one store predicts the demand for this category in another. The individual could then draw the unwarranted conclusion that the demand for an exemplar, like cheddar, would also predict the demand for this exemplar in the other store. This notion is supported by previous experiments demonstrating that the subjective exemplar-level correlation follows the implication of the category-level correlation. However, in virtually all previous experiments suggesting a processing advantage for category-level over exemplar-level correlations, the stimulus correlation at the category level was substantial, whereas the correlation at the exemplar level was weak. Here, we tested the hypothesis that individuals process the level that is most informative, either the exemplar or the category level. We presented participants with a zero correlation at the category level, but varied the correlation at the exemplar level. Participants presented with a zero correlation across exemplar products correctly reproduced a zero correlation across product categories. When presented with a substantial correlation at the exemplar level, however, they erroneously reproduced a similar correlation at the category level. These findings therefore imply that there is no general processing advantage for correlations at higher aggregation levels. Instead, individuals seemingly attend to the level that holds the most regular information. Findings are discussed regarding the role of covariation strength in correlation detection and use.     

A Life-Course View on Ageing Consumers: Old-Age Trajectories and Gender Differences

This study presents a dynamic, model-based view of consumers’ ageing developments, focused on gender differences, to uncover the pathways and socioeconomic transitions that female and male consumers take through old age. The analysis of longitudinal survey data spanning 15 years uses a latent Markov dynamic cluster model with transitions over time. The resulting life courses allow an exploration of lifestyle-related changes in multiple consumer well-being variables beyond age 50. Substantial well-being differences appear in the ageing paths of men and women. In both cases, a dominant chronological sequence through old age is complemented by less common transitions, rarely associated with advanced age. Although the model does not use chronological age as an independent variable, it outperforms purely agebased, or age- cohort-, and period-based models in predicting old-age consumer wellbeing. These results highlight the importance of considering within-cohort diversity when modelling the accompaniments of old age: while some older consumers enjoy active lifestyles, others of similar age succumb to depression and loneliness, rendering age an insufficient predictor of well-being states. In the future, the presented model could be matched with other, even cross-sectional, consumer survey data to help predict various dynamics in the ageing consumer population.