Negotiating old age identity

Negotiating old age identity

Negotiating old age identity

Barnhart, M., & Peñaloza, L. (2012). Who are you calling old? Negotiating old age identity in the elderly consumption ensemble. Journal of Consumer Research39(6), 1133-1153. The current increase in the population of the elderly people indicates that more people are involved in assisting them with consumption activities. Interviews involving the elderly assistance groups revealed that consumption in an advanced age is a group event rather than a personal phenomenon. Nonetheless, marketing scholars place much emphasis on consumption groups such as the family, friends and workplace, but have failed to focus on the aged as a consumer set. Notably, the old have identity attributable characteristics observed and utilized by their assistances, which influence their consumption. For instance, cases of the elderly people voluntarily quitting driving after experiences instances of fear, while driving, have been reported in the past. On the other hand, the elderly assistances have previously reported that in some instances they influence consumption decisions of the old people under their care. Thus, marketing studies should focus on the elderly as a consumption group to identify means of creating age friendly business.    

Kagwa, S., Boström, A., Ickert, C., & Slaughter, S. (2017). Optimising mobility through the sit-to-stand activity for older people living in residential care facilities: A qualitative interview study of healthcare aide experiences. International Journal Of Older People Nursing13(1), e12169. doi: 10.1111/opn.12169

Lin, Y., & Bao, L. (2015). “Wheelchair slow transit” system-based elderly auxiliary travel mode. Frontiers of Architectural Research4(3), 220-229.

McIntosh, I. B. (1998). Health hazards and the elderly traveler. Journal of travel medicine5(1), 27-29.                                                                                                                                           The old and very old can fly to any destination in the world. However, physiological and physical impacts of aging lead to number of challenges for elderly travelers. For instance, low cardiac pulmonary functions and poor ventilatory response to anoxia increase chances of illness to the elderly during travel. In addition, diminished physical strength indicate that the elderly cannot carry luggage for long distances. Pre-travel clinics held one month before the travel departure are considered necessary to allow special investigations, such as blood checks. Proper precautions should be observed to ensure that emergencies are controlled. For instance, checks should be conducted to ensure that medication is within reach for the traveler under medication. In addition, advising the aged traveler on the appropriate health insurance is considered necessary to ensure that the cover includes the appropriate illnesses. Furthermore, reducing the distance of the passage ways and assisting in carrying the luggage can immensely improve the aged traveler experience. Thus, addressing the health concerns of the aged can help in making transportation friendlier to the aged traveler.   

Mjelde, J. W., Dudensing, R., Brooks, J., Battista, G., Carrillo, M., Counsil, B., … & Grant, U. N. (2017). Economics of Transportation Research Needs For Rural Elderly And Transportation Disadvantaged Populations.

Richardson, A. (2010). Using customer journey maps to improve customer experience. Harvard Business Review15(1), 2-5. A customer journey involves a simple diagram, which illustrates steps followed by the customer in engaging with a company. The more touchpoints a company possesses the more complex is its customer journey map. 

Rosenbaum, M. S., Otalora, M. L., & Ramírez, G. C. (2016). The restorative potential of shopping malls. Journal of Retailing and Consumer Services31, 157-165.       Restorative servicescapes in shopping centers can improve the well-being of individuals as well as the society. Previous studies in psychology have extensively explored the positive effects of green areas on physical and mental well-being of human beings. For instance, research suggests, that there exists a link between the restoration theory and the biophilic design of stores, which coalesces greenery with physical surroundings, which include shopping centers in urban areas. A further study on the subject indicated that incorporating green elements in retail areas can promote human well-being. Shoppers possess favorable attitudes and display affirmative conduct towards retail shopping centers with natural settings like restorative characteristics. Thus, to improve customer experience, hence satisfaction, business should include green components in the retail areas. 

Vaportzis, E., Giatsi Clausen, M., & Gow, A. J. (2017). Older adults perceptions of technology and barriers to interacting with tablet computers: A focus group study. Frontiers in psychology8, 1687.                                                                                                          Use of the technology to streamline or support daily activities is on the rise. In addition to the rising technology advancements, the number of the elderly people many societies around the globe is also increasing. Notably, most of the elderly people are eager to learn about and adopt new technology. However, the aged report a wide range of barriers to technology use. For instance, the elderly cite absence of instructions, low confidence and health concerns as some of the primary barriers to use of technology. Therefore, the existing use of technology to support day-to-day activities failure to incorporate age-friendly features discourages consumption by the seniors.   

Warburton, J., Scharf, T., & Walsh, K. (2016). Flying Under the Radar? Risks of Social Exclusion for Older People in Rural Communities in Australia, Ireland and Northern Ireland. Sociologia Ruralis57(4), 459-480. doi: 10.1111/soru.12129                            Risk and individualism

Age Friendly London Network. (2016). AGE FRIENDLY BUSINESS RESOURCE GUIDE. Retrieved from An age friendly community listens and reacts to the concerns of the elderly, as well as enhances active participation of all ages in community activities. Business, such as supermarkets, pharmacies, hairdressers and cafés constitute an essential part of community life. In this regard, businesses must focus on all age, especially the elderly, experience to make a community age-friendly. Notably, with the increasing numbers and the buying power of the seniors in the society, business can improve profitability by targeting the market. For instance, in Wales, people over fifty-five years of age constitute about a third of the total population and in the United Kingdom, seniors aged sixty-five and above contribute one in each five pounds spent. On matters regarding expenses, improving the experience of the elderly customers does not necessarily involve immense costs. Slight and less costly adjustments, such as in lighting, spacing, sound, hiring, information and staff training have been found to massively improve the elderly consumer’s experience. Thus, businesses adopt age friendly features to improve profitability at a lesser cost, as well contribute to the quality of life.

TELUS International. (2017). Customer Service for Seniors: Why Tech Companies are Going Retro. Retrieved May 21, 2018, from                                                                                                    Technology companies are developing age friendly digital platfrms by evaluatng the needs of the elderly consumers. Notably, more than sixty-three percent of the elderly people prefer voice interactions at the customer service. Apart from offering voice based customer service, it is essential to depict high level respect as well. In addition, the aged consumers prefer printed support, such as printed information, mostly because of hearing challenges. Fear of sharing information has increased the preference of phones and social support by the elderly consumer. Although there is no shortage of technology to support the elderly activities, some of aged requirements are not captured in the technology. For instance, current technology fail to recognize that the number of old people using telephone is increasing. Thus, old school customer support for the elderly people should consider incorporating technology.                                                                                                                                               

Conventz, S., & Thierstein, A. (2011). The knowledge economy, hub airports and accessibility. A location based perspective. The Case of Amsterdam-Schiphol. In European Regional Science Association Conference.                                                                                                  Age and income are some of the demographic variables that determine use of internet banking services. People with high levels of education are more likely to use internet banking services compared to the uneducated as well as individuals with diminished education levels. In addition the aged are less likely to use internet banking compared to millennials. Compared to their younger counterparts, the aged possess reduced levels of education, hence their chances to use internet banking are highly affected. Notably, the elderly are more conservative on matters regarding technology compared to the younger generations. Thus, low use of internet banking by the elderly indicate that the sector is yet to incorporate age-friendly features to support the elderly consumer.     

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