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Consumer age role norms, then and now
Author(s) -
Alreck Pamela L.
Publication year - 2000
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/1520-6793(200010)17:10<891::aid-mar4>3.0.co;2-x
Subject(s) - proposition , psychology , interim , scale (ratio) , period (music) , social psychology , consumer behaviour , developmental psychology , political science , epistemology , aesthetics , philosophy , law , physics , quantum mechanics
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. © 2000 John Wiley & Sons, Inc.