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| Author: | Alreck, P. |
| Title: | Consumer age role norms, then and now |
| Journal: | Psychology and Marketing
2000 : OCT, VOL. 17:10, p. 891-909 |
| Index terms: | MARKETING PSYCHOLOGY CONSUMER BEHAVIOUR |
| Language: | eng |
| Abstract: | 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 n 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. |
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