Towards the use of chronological age in research – A cautionary comment

In recent years, this journal published several articles that used chronological age in their models to distinguish customer behavior between younger and older people. While all these articles are in line with the growing importance of age-related research, chronological age is not discriminant when behavior and motivations enter the fray. By taking two recent articles in this journal as examples, this short note calls for a cautious application of chronological age and highlights other age-related constructs for research. The note ends with practical implications and avenues for further research in age-related projects.