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Older Chinese consumers perceive themselves younger than actual age
Date:5/18/2010

hful campaigns. If a product makes them feel younger, they will be more likely to use it."

Yao also found, perhaps unsurprisingly, that females were more likely than males to perceive their age as younger than it actually was. She also found that older consumers who were employed tended to feel younger than those who were retired. Additionally, those who earned a higher income felt younger than those who earned less.

Yao says this is the first study of its kind to research the age perceptions of older Chinese consumers. This study was published in the Journal of Family and Economic Issues.


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Contact: Nathan Hurst
hurstn@missouri.edu
573-882-6217
University of Missouri-Columbia
Source:Eurekalert

Page: 1 2

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