Who Wants to Age? Maybe You Will
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Transcript of Who Wants to Age? Maybe You Will
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Who Wants to Age?Maybe You Will
David Agogo, George R. Milne & Charles ScheweUniversity of Massachusetts, Amherst
Presented at
Association for Marketing & Health Care Research Conference, 2013
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Contents
Aging DefinedSuccessful Aging: An Oxymoron?What is Changing?A New Paradigm of AgingImplications for Health Care MarketingLimits?
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Aging Defined
ChronologicalNumber of years lived
Most generally acceptable
Not indicative of actual aging
BiologicalProgrammed Theories
(Limiting Biological Clock)Non-Programmed Theories(Wear & Tear, Oxidation, etc)
CognitiveFeel-Age, Look-Age, Do-Age,
Interest-AgeLearning new things (neural
plasticity)
Barak & Schiffman, 1981; Cabezaa et al, 2002;
SocialDisengagement Theory
Activity TheoryContinuity Theory
Cumming & Henry, 1961; Havighurst, 1961; Atchley, 1989
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Aging Defined
And, indeed, when I reflect on this subject I findfour reasons why old age appears to beunhappy: first, that it withdraws us from active
pursuits; second, that it makes the body weaker;third, that it deprives us of almost all physical
pleasures; and, fourth, that it is not far removedfrom death.
Marcus Tullius Cicero,Cato Maior de Senectute - 44BC
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Successful Aging: An Oxymoron?
http://news.bbc.co.uk/2/hi/in_pictures/5257300.stm http://newsfeed.time.com/2012/07/17/90-year-old-man-skydives-for-his-birthday/
http://www.telegraph.co.uk/news/7605418/Extreme-sports-killing-the-elderly.html http://www.swrnn.com/2012/04/20/60-skydivers-set-world-record-in-lake-elsinore/
In the UK (2009) 20% of injuries from extreme sportssuffere d by persons aged 70 or over (5% in 2006)
http://news.bbc.co.uk/2/hi/in_pictures/5257300.stmhttp://newsfeed.time.com/2012/07/17/90-year-old-man-skydives-for-his-birthday/http://www.telegraph.co.uk/news/7605418/Extreme-sports-killing-the-elderly.htmlhttp://www.swrnn.com/2012/04/20/60-skydivers-set-world-record-in-lake-elsinore/http://www.telegraph.co.uk/news/7605418/Extreme-sports-killing-the-elderly.htmlhttp://www.swrnn.com/2012/04/20/60-skydivers-set-world-record-in-lake-elsinore/http://www.swrnn.com/2012/04/20/60-skydivers-set-world-record-in-lake-elsinore/http://www.swrnn.com/2012/04/20/60-skydivers-set-world-record-in-lake-elsinore/http://www.swrnn.com/2012/04/20/60-skydivers-set-world-record-in-lake-elsinore/http://www.swrnn.com/2012/04/20/60-skydivers-set-world-record-in-lake-elsinore/http://www.swrnn.com/2012/04/20/60-skydivers-set-world-record-in-lake-elsinore/http://www.swrnn.com/2012/04/20/60-skydivers-set-world-record-in-lake-elsinore/http://www.swrnn.com/2012/04/20/60-skydivers-set-world-record-in-lake-elsinore/http://www.swrnn.com/2012/04/20/60-skydivers-set-world-record-in-lake-elsinore/http://www.swrnn.com/2012/04/20/60-skydivers-set-world-record-in-lake-elsinore/http://www.swrnn.com/2012/04/20/60-skydivers-set-world-record-in-lake-elsinore/http://www.swrnn.com/2012/04/20/60-skydivers-set-world-record-in-lake-elsinore/http://www.swrnn.com/2012/04/20/60-skydivers-set-world-record-in-lake-elsinore/http://www.swrnn.com/2012/04/20/60-skydivers-set-world-record-in-lake-elsinore/http://www.swrnn.com/2012/04/20/60-skydivers-set-world-record-in-lake-elsinore/http://www.telegraph.co.uk/news/7605418/Extreme-sports-killing-the-elderly.htmlhttp://www.telegraph.co.uk/news/7605418/Extreme-sports-killing-the-elderly.htmlhttp://www.telegraph.co.uk/news/7605418/Extreme-sports-killing-the-elderly.htmlhttp://www.telegraph.co.uk/news/7605418/Extreme-sports-killing-the-elderly.htmlhttp://www.telegraph.co.uk/news/7605418/Extreme-sports-killing-the-elderly.htmlhttp://www.telegraph.co.uk/news/7605418/Extreme-sports-killing-the-elderly.htmlhttp://www.telegraph.co.uk/news/7605418/Extreme-sports-killing-the-elderly.htmlhttp://www.telegraph.co.uk/news/7605418/Extreme-sports-killing-the-elderly.htmlhttp://www.telegraph.co.uk/news/7605418/Extreme-sports-killing-the-elderly.htmlhttp://newsfeed.time.com/2012/07/17/90-year-old-man-skydives-for-his-birthday/http://newsfeed.time.com/2012/07/17/90-year-old-man-skydives-for-his-birthday/http://newsfeed.time.com/2012/07/17/90-year-old-man-skydives-for-his-birthday/http://newsfeed.time.com/2012/07/17/90-year-old-man-skydives-for-his-birthday/http://newsfeed.time.com/2012/07/17/90-year-old-man-skydives-for-his-birthday/http://newsfeed.time.com/2012/07/17/90-year-old-man-skydives-for-his-birthday/http://newsfeed.time.com/2012/07/17/90-year-old-man-skydives-for-his-birthday/http://newsfeed.time.com/2012/07/17/90-year-old-man-skydives-for-his-birthday/http://newsfeed.time.com/2012/07/17/90-year-old-man-skydives-for-his-birthday/http://newsfeed.time.com/2012/07/17/90-year-old-man-skydives-for-his-birthday/http://newsfeed.time.com/2012/07/17/90-year-old-man-skydives-for-his-birthday/http://newsfeed.time.com/2012/07/17/90-year-old-man-skydives-for-his-birthday/http://newsfeed.time.com/2012/07/17/90-year-old-man-skydives-for-his-birthday/http://newsfeed.time.com/2012/07/17/90-year-old-man-skydives-for-his-birthday/http://newsfeed.time.com/2012/07/17/90-year-old-man-skydives-for-his-birthday/http://news.bbc.co.uk/2/hi/in_pictures/5257300.stm -
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What is Changing?
Growing percentage of aging individuals active inexercise and sportsPersons 45-64 active in sport has doubled since 1993 (SBRNET,
2011)Persons 55+ increased membership in health clubs by 314%(IHRSA, 2012)
Increased evidence of aging individuals learning newthings
Over half persons 65+ use internet & email (Pew, 2012)Increase in level of socialization among aging individuals
Persons 50+ fastest demographic on leading online dating siteMatch.comIncidences of STDs have tripled among persons 45-64 (CDC,2010)
Difference between expectations and reality of behavioramong aging individuals
Older people are not as bad off as young people think they are
(Pew)
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A New Paradigm of Aging
Perceived Age & Chronological Age (PACA) Model
+ Feel Younger
- Feel Older
Chronological Age
Perceived Age
Factors IncreasingPerceived Age
Factors ReducingPerceived Age
Older individuals with more positive self-perceptions of aging,measured up to 23 years earlier, lived 7.5 years longer than thosewith less positive self-perceptions of aging (Levy et al, 2002)
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A New Paradigm of Aging
Factors that mayIncrease Perceived Age Factors that may DecreasePerceived Age Biological Unhealthy dietary habits
smokingLack of exercise
Healthy dietIncreased physical activityHealth enhancing activities
Cognitive Not learning new thingsStopping reading
Expanding cognitiveabilities through learningnew skills
Social Loss of friendshipsNo new friendsIsolation
Expanding & maintaining
social connections
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Implications for Health Care Marketing
PACA Model Applied to Health Care Services
Reparative Care Rejuvenative Care
Doctors prescribingmedication and treatment
Doctors prescribing counter-balancing activities to patients
losing balance
Health Club with Aerobicclasses, weight machines,sauna
Day Spa with nutritionalclasses, acupuncture,complementary alternativemedicine, medical marijuana
There is tremendous potential for Health Care establishments toreach across the line of normal aging
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Implications for Health Care Marketing
Segmenting markets by Perceived Age
The specific dimensions of the age increasing/decreasing factors are: biological, cognitive, andsocial . With this metric, survey research could ascertain
whether each dimension was increasing or decreasingand by what magnitude. These results could be used inthe equation above, and segments formed from theranges of scores . It can be expected that thesesegments will share some unique characteristics .
= +
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Limits?
Limits Biological Major health incident
Cognitive Mild Cognitive Impairment(MCI)
Social Loss of a loved one
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No man is so old that he does not
think himself able to live another year Marcus Tulius Cicero