2008 Awards for Excellence

Citation

(2008), "2008 Awards for Excellence", Journal of Consumer Marketing, Vol. 25 No. 7. https://doi.org/10.1108/jcm.2008.07725gaa.004

2008 Awards for Excellence

Article Type: 2008 Awards for Excellence From: Journal of Consumer Marketing, Volume 25, Issue 7

The following article was selected for this year's Outstanding Paper Award for Journal of Consumer Marketing

A comparison of younger and older baby boomers: investigating the viability of cohort segmentation''

Timothy ReisenwitzDepartment of Marketing and Economics, Harley Langdale Jr College of Business Administration, Valdosta State University, Valdosta, Georgia, USARajesh IyerBradley University, Peoria, Illinois, USA

Purpose - The purpose of the paper is to examine the relationship between two age cohorts within the baby boomer group, younger baby boomers (born between 1956-1965) and older baby boomers (born between 1946-1955), based on various behavioral variables. It is postulated that, even though this group is exceedingly large in number, there are more similarities than differences among its younger and older members.Design/methodology/approach - The study sample was a convenience sample and consisted of 295 respondents who were in the 40-58 age category. A questionnaire was administered with scales that were well established and that have been used in previous research.Findings - With the exception of cognitive age, there were no significant differences between younger and older baby boomers regarding a large number of salient behavioral variables. This conclusion suggests that marketers use caution when applying the widely accepted age segmentation strategy of splitting baby boomers into younger and older boomers.Originality/value - The results of this study caution the marketer in further dividing the baby boomers group based on cohort segmentation. The results of this study suggest that cohort segmentation is a viable beginning for dividing consumers into groups, but that other demographic and/or psychographic methods need to be considered in subsequent segmentation efforts for baby boomers.

Keywords: Attitudes, Baby boomer generation, Internet, Market segmentation

www.emeraldinsight.com/10.1108/07363760710755995

This article originally appeared in Volume 24 Number 4, 2007, pp. 202-13 of Journal of Consumer Marketing

The following articles were selected for this year's Highly Commended Award for Journal of Consumer Marketing

"An investigation of the new generic consumer''

Ram HersteinSigal Tifferet

This article originally appeared in Volume 24 Number 3, 2007 of Journal of Consumer Marketing

"Consumer opinion and effectiveness of direct-to-consumer advertising''

Deborah F. SpakeMathew Joseph

This article originally appeared in Volume 24 Number 5, 2007 of Journal of Consumer Marketing

"Tweens and new media in Denmark and Hong Kong''

Lars P. AndersenBirgitte TufteJeanette RasmussenKara Chan

This article originally appeared in Volume 24 Number 6, 2007 of Journal of Consumer Marketing