Purpose: The purpose of this study is to test the efficiency of the “gerontographics” model in predicting selected consumer behaviours in older adults. Design/methodology/approach: Through regression analysis, a large sample of older Thai adults is used to test the predictive power of gerontographics against predictive measures based on both chronological age and cognitive age. Findings: The findings of the study show that the gerontographics model is more powerful in predicting certain types of older adults’ consumer behaviour than chronological age or cognitive age. Originality/value: These findings have implications for marketing and business strategies because they suggest that gerontographics segmentation may be a more useful and effective way to segment older consumers. © 2018, Emerald Publishing Limited.