SEGMENTING THE ELDERLY CONSUMER MARKET: THE APPLICATION OF AGE-GENDER CATEGORIES DRAWN FROM A TEST OF THE LEVELING VERSUS DOUBLE JEOPARDY HYPOTHESES.
Item
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Title
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SEGMENTING THE ELDERLY CONSUMER MARKET: THE APPLICATION OF AGE-GENDER CATEGORIES DRAWN FROM A TEST OF THE LEVELING VERSUS DOUBLE JEOPARDY HYPOTHESES.
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Identifier
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AAI8319798
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identifier
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8319798
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Creator
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SHERMAN, ELAINE.
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Contributor
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Prof. Leon G. Schiffman
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Date
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1983
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Language
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English
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Publisher
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City University of New York.
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Subject
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Business Administration, Marketing
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Abstract
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This research had as its main objective the exploration of two competing social gerontological viewpoints as a basis for enhancing the segmentation of the elderly-consumer marketplace. One of the two perspectives, leveling, suggests that as men age, their life situation deteriorates at a more rapid rate than is the case for aging women. In contrast, double jeopardy proposes that the greater inequalities that exist among women in society worsen with advancing age; that is, being a female and elderly has the additional effect of belonging to two stigmatized groups.;To empirically examine the merit of these two alternative age-gender explanations of shifts in subjective well-being, and to test a series of relevant hypotheses, a data base consisting of a sample of about 16,000 males and females who were at least 55 years of age was secured.;Matching the variables available from the data base with those identified from the social gerontological literature, suggested specific variables that might serve as substitutes for a standard measure of subjective well-being (the typical dependent variable). The independent variable consisted of six age-gender categories.;At the most general level, the results suggested that leveling occurred substantially more often than double jeopardy. Also, a third pattern, one not originally accounted for in the social gerontological literature, here labelled "parallelism," occurred most often, with respect to the SES income surrogate of subjective well-being. Parallelism was defined as that pattern in which the well-being of men and women remain relatively fixed over time or between different age groups.;To determine if any geographic regularities prevailed, the age-gender patterns for each surrogate of subjective well-being was plotted on a map. The results revealed that some communities were strongly double jeopardy markets; whereas others were completely leveling communities. However, there was not any support for the existence of sectional or regional patterns.;Recommendations as to the marketing and public policy implications of the findings of this research were offered.
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Type
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dissertation
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Source
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PQT Legacy CUNY.xlsx
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degree
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Ph.D.
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Program
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Business
