The general advice, then, would be to address toward seniors marketing messages which fit a demographic objectively a decade or two younger. But the size of the shave differs widely. In an article titled “I Felt So Old This Morning,” University of Luxembourg, Leipzig University, and Humboldt University researchers reported that the differences over the period of a day vary by an average of three years and are higher for those with a larger objective-subjective gap. In a study where I asked seniors how old they were and then how old they felt, a 69-year-old gave “100” as her answer to the second question. On other questions, she reported having significant health problems which severely limited her daily activities.
You can assess subjective age by analyzing the nature of products and services in which the consumer expresses interest. When interacting directly with a shopper, you might get cues of subjective age by observing the ages of the people they’re shopping with and how they interact with them. If the companions are clearly younger and the senior defers to their judgment, this shopper likely has a higher subjective age. If companions are of similar age to the senior shopper and the senior participates actively in purchase decisions, the subjective age is probably lower.
Although recognizing how the elderly feel younger than their chronological age improves the effectiveness of senior persuasion, there is a caution: Large gaps might endanger the seniors, interfering with necessary self-care and them seeking supportive assistance. Health care professionals and financial advisors, among others, should monitor for unrealistic optimism.
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Schmooze Away Problems for Seniors
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