Navigation Links
Who are you calling old? How elderly consumers negotiate their identities
Date:12/11/2012

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
JCR@bus.wisc.edu
608-255-5582
University of Chicago Press Journals
Source:Eurekalert

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:
*Name:
*Comment:
*Email:
(Date:6/27/2016)... Aliso Viejo, California (PRWEB) , ... June 27, 2016 , ... ... that are fully customizable inside of Final Cut Pro X," said Christina Austin - ... with another unique style. Final Cut Pro X users can now reveal ...
(Date:6/27/2016)... ... June 27, 2016 , ... ... its strategic partnership with Connance, a healthcare industry leader providing predictive analytics ... proprietary technology combine to provide health systems, hospitals and ambulatory surgical centers ...
(Date:6/27/2016)... ... June 27, 2016 , ... TopConsumerReviews.com recently awarded their highest five-star rating ... Millions of individuals in the United States and Canada wear eyeglasses. Once considered to ... correct vision and make a fashion statement. Even celebrities use glasses as a way ...
(Date:6/26/2016)... Battle Creek, Michigan (PRWEB) , ... June 26, 2016 , ... ... abuse, joined as sponsor of the 2016 Cereal Festival and World’s Longest Breakfast Table ... held in honor of the city’s history as home to some of the world’s ...
(Date:6/26/2016)... ... June 26, 2016 , ... PawPaws brand pet supplements owned ... developed to enhance the health of felines. The formula is all-natural and is made ... in the PawPaws Cat Kidney Support Supplement Soft Chews are Astragalus Root ...
Breaking Medicine News(10 mins):
(Date:6/26/2016)... , June 27, 2016 Jazz Pharmaceuticals ... waiting period under the Hart-Scott-Rodino Antitrust Improvements Act of ... acquisition of Celator Pharmaceuticals, Inc. ("Celator"; Nasdaq: ... p.m. (Eastern Daylight Time). As previously announced ... into a definitive merger agreement under which Jazz Pharmaceuticals ...
(Date:6/24/2016)... SAN FRANCISCO, Calif. , June 24, 2016 ... GBT ), a biopharmaceutical company developing novel therapeutics ... significant unmet needs, today announced the closing of ... shares of common stock, at the public offering ... shares in the offering were offered by GBT. ...
(Date:6/24/2016)... June 24, 2016 Dehaier Medical Systems Ltd. ... which develops, markets and sells medical devices and wearable ... signed a strategic cooperation agreement with Hongyuan Supply Chain ... Chain") on June 20, 2016, to develop Dehaier,s new ... cooperation agreement, Dehaier will leverage Hongyuan Supply Chain,s sales ...
Breaking Medicine Technology: