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Evaluation of age-related labels by senior citizens Author info | Abstract | Publisher info | Download info | Related research | Statistics Bert Weijters ()
Maggie Geuens () (Vlerick Leuven Gent Management School)
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The age-related labels 50+, seniorand retired are evaluated by a 45+ sample. Results show the appreciation of the terms increases upon entering the 50+ / senior / retirement group and keeps on increasing with age once the treshold age is crossed. The findings that label evaluations are generally positive and that 65 years is the mode of indicated treshold age for senior citizenship lead to an alternative interpretation of previous research (Tepper, 1994): people under 65 might consider being labeled senior undesirable because it is deviant from normality rather than because of the negativity of the label as such.
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Paper provided by Vlerick Leuven Gent Management School in its series Vlerick Leuven Gent Management School Working Paper Series with number
2002-22.
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Length: 12 pages
Date of creation: 19 Dec 2002Date of revision:
Handle: RePEc:vlg:vlgwps:2002-22Contact details of provider: Postal: Reep 1, 9000 Gent Phone: +32 9 210 98 99 Fax: +32 9 210 97 00 Email: Web page: http://www.vlerick.com More information through EDIRC
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Keywords: senior ; 50+ ; age labels ; marketing communications ; Other versions of this item:
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