Consumer information processing strategies in middle and late adulthood

The purpose of the present study was to investigate the extent to which performance of a complex cognitive task of a type resembling that encountered in everyday life is maintained through adulthood. A total of 80 subjects participated; 20 in their thirties, 20 in their fifties, 20 in their sixties, and 20 in their seventies. Subjects were asked to make preference judgments with respect to 32 pocket-size notebooks of a sort they might encounter as consumers in a stationery or variety store. Independently, they were also asked to express their preferences with respect to each of the four dimensions on which the notebooks varied. With only minor differences across age groups, most subjects demonstrated the ability to integrate their individual dimension preferences into a complex preference judgment of an object embodying those dimensions, in a logically consistent manner.