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:6/25/2016)... ... 2016 , ... The temporary closing of Bruton Memorial Library on June 21 due to a ... new, often overlooked aspect of head lice: the parasite’s ability to live away from a ... occurrence, but a necessary one in the event that lice have simply gotten out of ...
(Date:6/25/2016)... ... June 25, 2016 , ... On Friday, June 10, Van ... Wellness at Work award to iHire in recognition of their exemplary accomplishments in worksite ... 7th annual Maryland Workplace Health & Wellness Symposium at the BWI Marriott in Linthicum ...
(Date:6/24/2016)... ... ... was in a crisis. Her son James, eight, was out of control. Prone to extreme ... “When something upset him, he couldn’t control his emotions,” remembers Marcy. “If there was ... other children and say he was going to kill them. If we were driving ...
(Date:6/24/2016)... Rhinebeck, NY (PRWEB) , ... June 24, 2016 , ... Topical BioMedics, Inc, makers of ... of companies that call for a minimum wage raise to $12 an hour by 2020 ... wage. This will restore the lost value of the minimum wage, assure the wage floor ...
(Date:6/24/2016)... , ... June 24, 2016 , ... ... actively feeding the Frederick area economy by obtaining investment capital for emerging technology ... past 2½ years that have already resulted in more than a million dollars ...
Breaking Medicine News(10 mins):
(Date:6/24/2016)... , June 24, 2016   Pulmatrix, Inc ., ... developing innovative inhaled drugs, announced today that it was ... Investments reconstituted its comprehensive set of U.S. and ... "This is an important milestone for Pulmatrix," said Chief ... shareholder awareness of our progress in developing drugs for ...
(Date:6/23/2016)... 23, 2016 Research and Markets has ... - Forecast to 2022" report to their offering. ... for the patients with kidney failure, it replaces the function ... the patient,s blood and thus the treatment helps to keep ... in balance. Increasing number of ESRD patients ...
(Date:6/23/2016)... June 23, 2016 Roche (SIX: RO, ROG; ... for its Elecsys BRAHMS PCT (procalcitonin) assay as a ... septic shock. With this clearance, Roche is the first ... integrated solution for sepsis risk assessment and management. ... infection and PCT levels in blood can aid clinicians ...
Breaking Medicine Technology: