Learning to love the older consumer

This paper examines how and why marketing has largely ignored the older consumer and concentrated on younger targets. It explores some of the myths of the older consumer and through examining recent research in the USA and the UK makes a plea for accepting the older consumer as still very much in the main stream of marketing. It also explores how society constructs age and how older people may wish to see themselves. While age related myopia is unsatisfactory for both consumers and marketing, older consumers may express a wide range of identities, making them a potentially complex target for marketing. The paper suggests that more research is needed to explore the different motives and identities of these important consumers with a view to better meeting their needs in terms of appropriate products, messages and media. Copyright © 2001 Henry Stewart Publications.     

Views on aging and emotional benefits of physical activity: Effects of an exercise intervention in older women

Objectives

This intervention study evaluated the effects of exercise in old age on views on one’s own aging and on direct approach motivation for physical activity. It further examined the mechanism between these variables.

Design

Two hundred forty-seven healthy women aged 70−93 years were randomized to an exercise course (n = 86), an active (n = 85), or a passive control group (n = 76) for a 6-month participation in Berlin, Germany. Activity interventions (3 × 1.5 h/wk) were conducted using standardized manuals.

Method

Group differences in changes of views on aging and direct approach were evaluated by analyses of covariance adjusted for baseline. A mediating effect of direct approach between exercise participation and views on aging was tested with percentile-based bootstrapping.

Results

In contrast to both the active and the passive control groups, higher direct approach, F(2, 226) = 6.97, p = .001, and less aging dissatisfaction, F(2, 225) = 5.39, p = .005, were observed in the exercise group after 6 months. Exercise had an indirect beneficial effect on aging dissatisfaction through direct approach, B = −0.31, 95% CI = −0.68 to −0.05.

Conclusion

In women above 70 years, exercise participation increases direct approach motivation which in turn leads to lower aging dissatisfaction. This shows that exercise holds the potential to overcome subjective ageist bias.     

‘Just Because I Can't Remember …’ Religiousness in Older People with Dementia

SUMMARY

This paper reports part of a pilot study that used spiritual reminiscence techniques to explore issues of religiosity, church attendance and meaning in life of a group of older people with dementia. The study used small groups, individual interviews and participant observation to examine the experience of dementia and the search for meaning used by people with dementia. There were 22 participants from three aged care facilities involved in the project. The majority of participants had been long-term church attendees and could describe how their religion and relationship with God had impacted on their lives. They had few fears for the future and derived considerable meaning in life from their relationships with family. Participants were able to describe early memories and also remember things happening recently in their aged care facility. This would seem to be the opposite of community expectations (and sometimes staff expectations) of older people with dementia.     

Length and Locus of Friendship Influence Church Members' Sense of Social Support and Comfort with Sharing Emotions

ABSTRACT

This study investigated whether older people involved with religious congregations differentiate their friends within the congregation from their friends outside the congregation in terms of perceptions of social support and their comfort with sharing various positive and negative emotions. The study also examined older adults' perceptions of differences in social support and comfort with sharing emotions with friends they have known a long time and friends they have known for three years or less. The results showed significant differences between long time friends and new friends in terms of a stronger sense of social support and greater comfort with sharing positive and negative emotions. No differences were noted for social support or comfort with sharing emotions in comparisons of friends within and outside of congregations. Study participants were significantly more comfortable sharing positive emotions than negative emotions with all categories of friends and there was a significant positive relation between social support and comfort with sharing emotions. Results are discussed in terms of the types of congregations to which the participants belonged and the role of congregational leaders in providing opportunities for older people to develop and sustain friendships within the faith community.     

Moving European research on work and ageing forward: Overview and agenda

This longitudinal retrospective study shows that when the results of an organizational development intervention are fed back properly and action plans are made, factors associated with leadership and commitments to organization are enhanced. The study compared the effects of survey feedback, including the making of action plans and survey feedback without action plans, to the effects of no feedback at all on several psychosocial factors and sick leave over a 3-year period. The data were derived from 1236 individuals for whom baseline data were available and who completed a 3-year follow-up. Applied statistics revealed that the feedback action plan group reported greater improvements regarding leadership factors and commitment to the organization. The results reveal no differences between the feedback groups in regard to sick leave. There is a need for further studies, preferably with a randomized control design, on how to enhance both the psychosocial work environment and employee health and also how to reduce sick leave in the workplace.     

The Relationship between Everyday Problem Solving and Inconsistency in Reaction Time in Older Adults

ABSTRACT

The purpose of the present study was to investigate whether inconsistency in reaction time (RT) is predictive of older adults' ability to solve everyday problems. A sample of 304 community dwelling non-demented older adults, ranging in age from 62 to 92, completed a measure of everyday problem solving, the Everyday Problems Test (EPT). Inconsistency in latencies across trials was assessed on four RT tasks. Performance on the EPT was found to vary according to age and cognitive status. Both mean latencies and inconsistency were significantly associated with EPT performance, such that slower and more inconsistent RTs were associated with poorer everyday problem solving abilities. Even after accounting for age, education, and mean level of performance, inconsistency in reaction time continued to account for a significant proportion of the variance in EPT scores. These findings suggest that indicators of inconsistency in RT may be of functional relevance.     

Repetition Errors in Habitual Prospective Memory: Elimination of Age Differences via Complex Actions or Appropriate Resource Allocation

ABSTRACT

A challenge in habitual prospective memory tasks (e.g., taking medication) is remembering whether or not one has already performed the action. Einstein, McDaniel, Smith, and Shaw (1998 Einstein, G. O., McDaniel, M. A., Smith, R. E. and Shaw, P. 1998. Habitual prospective memory and aging: Remembering intentions and forgetting actions. Psychological Science, 9: 284–288. [Crossref], [Web of Science ®] , [Google Scholar], Psychological Science, 9, 284) showed that older adults were more likely to incorrectly repeat an action on habitual prospective memory tasks. Extending this research, we (a) biased participants either toward repetition or omission errors, (b) investigated whether performing a more complicated motor action can reduce repetition errors for older adults, and (c) examined participants' resource allocation to the prospective memory task. Older adults committed more repetition errors than younger adults regardless of biasing instructions when ongoing task demands were challenging (Experiment 1). Performing the more complex motor action, however, reduced repetition errors for older adults. Further, when the ongoing task was less demanding, older adults' repetition errors declined to levels of younger adults (Experiment 2). Consistent with this finding, the resource allocation profiles suggested that older participants were monitoring their output (prospective memory execution) in each trial block.     

Training attentional control in older adults

ABSTRACT

Recent research has demonstrated benefits for older adults from training attentional control using a variable priority strategy, but the construct validity of the training task and the degree to which benefits of training transfer to other contexts are unclear. The goal of this study was to characterize baseline performance on the training task in a sample of 105 healthy older adults and to test for transfer of training in a subset (n?=?21). Training gains after 5 days and extent of transfer was compared to another subset (n?=?20) that served as a control group. Baseline performance on the training task was characterized by a two-factor model of working memory and processing speed. Processing speed correlated with the training task. Training gains in speed and accuracy were reliable and robust (ps <.001, η²?=?.57 to .90). Transfer to an analogous task was observed (ps <.05, η²?=?.10 to .17). The beneficial effect of training did not translate to improved performance on related measures of processing speed. This study highlights the robust effect of training and transfer to a similar context using a variable priority training task. Although processing speed is an important aspect of the training task, training benefit is either related to an untested aspect of the training task or transfer of training is limited to the training context.     

Employee age and health

One particularly persistent and prevalent negative age stereotype is that older workers experience more health problems. This study examines whether this negative age stereotype is evidence-based or not. In a meta-analysis of previous studies on the relationship between age and health, we found that older employees suffered no declines in either mental health or self-reported physical health problems, but did experience modest declines on clinical indices of physical health (e.g., blood pressure, cholesterol level, and body mass index). The article concludes with directions for future research on the role of health in the age–performance relationship and its implications for management practice.     

Refreshing Older Adults’ Driving Skills (ROADSkills): A randomized controlled trial examining the effect of video feedback

ObjectivesThis study evaluated the effectiveness of a personalized video-based driver training program on the behind-the-wheel skills of community-dwelling older adults.MethodIn this randomized controlled trial (RCT), 80 older drivers [mean age (SD) = 71.0 (3.9)] were randomly assigned to view one of two educational videos: 1) personalized video feedback on their driving (n = 40) or 2) a generic video on aging-in-place (n = 40). The primary outcome, the total number of errors accrued in a 30-minute standardized on-road evaluation, was analyzed at baseline and 4 weeks after watching the assigned video. On-road evaluations were video-recorded and scored by a blinded rater. Self-report measures of driving abilities, behaviors, and comfort were also compared.ResultsAt the 4-week follow-up, the mean difference in the number of on-road performance errors [mean (95% CI) = -12.0 (-16.6, −7.4), p < 0.001] favored the intervention group compared to controls, with significant improvements across multiple domains: vehicle control [mean (95% CI) = -4.8 (-8.1, −1.5), p < 0.01], observing the roadway [mean (95% CI) = -5.5 (-8.4, −2.6), p < 0.001], and compliance with traffic rules [mean (95% CI) = -1.3 (-2.3, −0.2), p < 0.05]. Within-group change on behind-the-wheel errors was significant for the intervention group [mean (95% CI) = -10.3 (-13.5, −7.1), p < 0.001], but not for the control group [mean (95% CI) = 1.7 (-1.6, 4.9), p > 0.05]. No significant differences were found on the self-report measures.DiscussionA novel, video-based approach that provided personalized feedback to older drivers significantly reduced behind-the-wheel errors 4-weeks post-intervention. Changes in self-reported driving behaviors and abilities were not significant. Future research will examine the long-term effects of this approach on older adults’ actual and perceived driving abilities.