Consumer age role norms, then and now

✍ Scribed by Pamela L. Alreck

• Book ID: 101358925
• Publisher: John Wiley and Sons
• Year: 2000
• Tongue: English
• Weight: 139 KB
• Volume: 17
• Category: Article
• ISSN: 0742-6046
• DOI: 10.1002/1520-6793(200010)17:10<891::aid-mar4>3.0.co;2-x

✦ Synopsis

Recent research has led some scholars to suggest we are moving toward an "ageless society." This survey project replicates a 1980 study to measure changes in age role adherence and prescriptions. The Age Role Scale scores for six behavior-domain subscales and in total were almost identical to those from the original study. These findings reveal no significant change in age role norms and adherence over the 17-year interim period, contradicting the proposition that age roles are becoming a less important influence on consumer behavior.