A Study of Older Consumers' Cognitive Age as a Mediator Variable in the Relationship between Daily Activity and Happiness

In antecedent research literatures, the relationship between daily activities and well-being of older consumers is argued to be indirect or ambiguous. However, those research findings go against our perception that old people who frequently participate in various activities look happier. In the present study, the unclear relationship between daily activities and well-being of older consumers will be clarified, and the prospect that cognitive age could serve as a mediator variable in the relationship between daily activity and happiness will be proposed and examined. In the first phase of this study, individual interviews will be conducted to get a grip on the main activities in which older consumers are participating. In the second phase, which kinds of activities are related to younger cognitive age will be examined, and the relationship among activities, happiness and cognitive age will be analyzed. Following the business opportunities in helping older consumers reduce loneliness, this study is expected to provide new ideas of business opportunities in making older consumers feel young. If it is true that any activities which are related to younger cognitive age could consequently give older consumers more sense of happiness, the companies in “grey” market are suggested to base on this finding to develop new products or services.

Project ID:PB10202-1265
External Project ID:NSC102-2410-H182-001