Download 2011 AMA Winter Educators’ Conference: Marketing Theory and by Raji Srinivasan, Leigh McAlister PDF

By Raji Srinivasan, Leigh McAlister

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O. edu 16 American Marketing Association / Winter 2011 ANTECEDENTS OF SELF-PERCEIVED AGE: EXPLORATORY EMPIRICAL INVESTIGATION OF OLDER CONSUMERS IN JAPAN Florian Kohlbacher, German Institute for Japanese Studies (DIJ), Japan Emmanuel Chéron, Sophia University, Japan SUMMARY Conceptualization This paper aims to contribute to the state-of-the-field of research on older consumers in general and the Japanese older (“silver”) consumer in particular. It attempts to achieve a better understanding of the antecedents of the concept of self-perceived age (also called subjective age or cognitive age) (Barak and Schiffman 1981) of Japanese older consumers using independent variables such as health condition, financial status and personal values (Kahle 1983).

It is unclear whether internalization of values mediates or moderates the relationship between social identification and helping behavior. Identification can lead to internalization of community values directly through learning or indirectly through socialization (Ashforth and Mael 1989). If values function as a mediating variable, community identification would have a direct positive effect on core values. H3: Members’ identification with the community will have a direct positive effect on their internalization of community values.

To assess convergent validity, the author used average variance extracted (AVE) and construct reliability (CR). 5) suggested that on average, more error remained in the items of three market orientation components than variance explained by the latent factor structure imposed on the measure (Hair, 1998). 81115). 7). 7. Discriminant validity was assessed by comparing the average variance extracted (AVE) for any construct with the square of the correlation estimates between this construct and the other.

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