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dc.contributor.authorWeijters, Bert
dc.contributor.authorGeuens, Maggie
dc.date.accessioned2017-12-02T14:16:12Z
dc.date.available2017-12-02T14:16:12Z
dc.date.issued2002
dc.identifier.urihttp://hdl.handle.net/20.500.12127/828
dc.description.abstractThe age-related labels ‘50+,' ‘senior'and ‘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. Keywords: senior, 50+, age labels, marketing communications
dc.language.isoen
dc.publisherVlerick Business School
dc.subjectConsumer Behaviour
dc.titleEvaluation of age-related labels by senior citizens
dc.source.issue22
dc.source.numberofpages12
vlerick.knowledgedomainMarketing & Sales
vlerick.supervisor
vlerick.typecommWorking paper
vlerick.vlerickdepartmentMKT
dc.relation.urlhttp://public.vlerick.com/Publications/9478d569-69a9-e011-8a89-005056a635ed.pdf
dc.identifier.vperid51213
dc.identifier.vperid43906
dc.identifier.vpubid873


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