The youth age
The youth age is the difference between the actual age of a person and his/her cognitive age.
Youth Age 1⁄4 Chronological Age – Cognitive Age (Barak and Gould, 1985)
The cognitive age is the age an individual perceives him/ herself whatever his/her actual age is (Kastenbaum et al., 1972). Hence, the youth age reflects the number of years a person perceives him/herself to be younger or older than his/ her chronological age (Barak and Gould, 1985). This variable has already been used as a segmentation criterion for the senior market in services industries, and the resulted consumers’ profiles are more relevant than the ones generated by traditional techniques based mainly on the actual age (Mathur et al., 1998; Cleaver Sellick, 2004).
We took these first results into account and decided to keep on with the investigations initiated in the USA. Indeed, there was no proof to claim that they had any relevance to European markets and more precisely to the French one. Moreover, we assumed that another subjective age variable, the discrepancy age, could be more accurate than the youth age as significant discriminator between the senior tourism segments.
The youth age
The youth age is the difference between the actual age of a person and his/her cognitive age.
Youth Age 1⁄4 Chronological Age – Cognitive Age (Barak and Gould, 1985)
The cognitive age is the age an individual perceives him/ herself whatever his/her actual age is (Kastenbaum et al., 1972). Hence, the youth age reflects the number of years a person perceives him/herself to be younger or older than his/ her chronological age (Barak and Gould, 1985). This variable has already been used as a segmentation criterion for the senior market in services industries, and the resulted consumers’ profiles are more relevant than the ones generated by traditional techniques based mainly on the actual age (Mathur et al., 1998; Cleaver Sellick, 2004).
We took these first results into account and decided to keep on with the investigations initiated in the USA. Indeed, there was no proof to claim that they had any relevance to European markets and more precisely to the French one. Moreover, we assumed that another subjective age variable, the discrepancy age, could be more accurate than the youth age as significant discriminator between the senior tourism segments.
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