Navigation Links
Who are you calling old? How elderly consumers negotiate their identities

Caregivers view elderly consumers as "old" when they can no longer perform everyday consumption activities on their own regardless of their actual age, according to a new study in the Journal of Consumer Research.

"Consumption activities such as shopping, preparing meals, doing housework, going to the doctor, taking medications, and managing money serve as a means of identifying someone as old and a venue for working through conflicts that arise when older consumers who do not identify as old are treated as an 'old person' by family members and service providers," write authors Michelle Barnhart (Oregon State University) and Lisa Pealoza (Bordeaux Management School).

Over 10 million Americans are providing assistance to elderly parents, and eldercare has grown into a $260 billion a year business. These numbers are projected to skyrocket in the coming years since Americans aged 85 and older are now the fastest growing segment of the population.

The authors conducted in-depth interviews with consumers in their late 80s, their family members, and paid caregivers. When older consumers didn't accept being treated like an old person, they negotiated their identity with caregivers through consumption activities. Sometimes they attempted to convince through verbal arguments or prove that they are not old by performing an activity independently. Another strategy was to force caregivers to perform joint activities in a way that the older person was no longer treated as old. And one final strategy was to covertly exclude younger caregivers from an activity. For instance, some of the older consumers hid their driving when caregivers had previously indicated that they believed the older person could no longer drive safely.

"Friends and family members who provide assistance to older consumers should consider the ways they treat them as unaware, confused, dependent, at-risk, or any of the other devalued characteristics that American society commonly associates with old people. By treating older people as valued adults, they can provide needed assistance while decreasing their chances of generating conflict by threatening the older consumer's identity," the authors conclude.


Contact: Mary-Ann Twist
University of Chicago Press Journals

Related medicine news :

1. Why is traumatic brain injury increasing among the elderly?
2. Immunotherapy for elderly cancer patients finds new promise in drug combination
3. Less Invasive Heart Valve Replacement Works for Elderly: Study
4. Elderly women with irregular heart beat at higher risk for stroke
5. Cancer in the elderly: Research fails to keep up with demographic change
6. Tuberculosis increases the risk of lung cancer mortality in the elderly
7. Type of viral infection of eye associated with disease causing blindness in the elderly
8. Colonoscopy May Detect Curable Cancer in Elderly: Study
9. Elderly prisoners need better medical care, according to report
10. Loneliness linked to serious health problems and death among elderly
11. Tai Chi increases brain size, benefits cognition in randomized controlled trial of Chinese elderly
Post Your Comments:
(Date:6/27/2016)... NY (PRWEB) , ... June 27, 2016 , ... ... using cutting edge technology to revolutionize the emergency ambulance transport experience for the ... are aware of how Uber has disrupted the taxi industry through the use ...
(Date:6/26/2016)... (PRWEB) , ... June 27, 2016 , ... Quality metrics ... yet in many ways they remain in the eye of the beholder, according to ... a publication of The American Journal of Managed Care. For the full issue, ...
(Date:6/26/2016)... , ... June 26, 2016 , ... Pixel Film Studios ... X. , "Film editors can give their videos a whole new perspective by using ... - CEO of Pixel Film Studios. , ProSlice Levels contains over 30 Different ...
(Date:6/26/2016)... ... ... blind and certified personal trainer is helping to develop a weight loss fitness plan that ... the two major problems leading the fitness industry today:, , All ... They don’t eliminate all the reasons people quit their exercise program , ...
(Date:6/25/2016)... D.C. (PRWEB) , ... June 25, 2016 , ... ... discuss health policy issues and applications at AcademyHealth’s Annual Research Meeting June 26-28, ... their work on several important health care topics including advance care planning, healthcare ...
Breaking Medicine News(10 mins):
(Date:6/26/2016)... VEGAS , June 26, 2016 ... to value-based care operating models within the health care ... enable greater financial efficiency , Deloitte offers a ... the key business issues impacting efficient cost optimization: labor ... , These services facilitate better outcomes and better ...
(Date:6/24/2016)... June 24, 2016 ... announced the addition of the " Global Markets ... This report focuses ... an updated review, including its applications in various applications. ... market, which includes three main industries: pharmaceutical and biotechnology, ...
(Date:6/24/2016)... Research and Markets has announced the addition of the ... to their offering. ... World Market for Companion Diagnostics covers the world market for ... report includes the following: , World IVD ... (N. America, EU, ROW), 2015-2020 , World IVD Companion ...
Breaking Medicine Technology: