Aging Well Differently: Desired Aging Well and its Influence on the Consumption of People from Ages 50 to 65

The increase in life expectancy and the challenge of aging well that ensues from it have given rise to the new concept of successful aging (SA). SA has been the subject of many research studies over the last fifty years (Havighurst and Albrecht 1953; Rowe and Kahn 1987). Aging well has also become a key issue for marketing to seniors, yet this concept remains under-investigated in consumer research. Given the demographic, financial, and strategic importance of the seniors target (Moschis 1992, 2003) and the lack of marketing research on the subject, it is necessary to examine the perception of SA and its influence on consumption by individuals over 50 years old. This study provides a reliable and valid measurement instrument for Desired Aging Well (DAW) in three dimensions: physical, psychological, and social. Its influence on consumer behavior is tested in three markets: health, leisure, and financial services. The DAW scale and the overall antecedents-manifestations-consequences model are validated on a sample of 1,019 individuals who are representative of French people aged 50 to 65 years old. The SA model, its definition, and measurement have been subject to controversy in scientific research (Depp and Jeste 2006). Our research, through the DAW construct, is situated within the theoretical framework of Baltes and Baltes (1990). Through the Selection, Optimization, and Compensation (SOC) model, the authors have defined SA as an adaptive process of selective optimization and compensation.