Relationship between cognitive age and technology readiness: an exploratory analysis of mature consumers

Abstract

Cognitive age is an important concept in the study of mature consumers. The present study examines the association between cognitive age and technology readiness and adoption of technologies among mature consumers. Findings suggest that mature consumers perceive themselves to be cognitively younger than their actual age. Cognitively younger mature consumers are more likely to be Explorers holding more positive feelings towards technology readiness. Adoption of self-service banking technologies and other technologies appear to decrease, with an increase in cognitive age. The inclusion of cognitive age in this study has provided an alternative insight into the mature consumer market.