Consumer age role norms, then and now

Recent research has led some scholars to suggest we are moving toward an “ageless society.” This survey project replicates a 1980 study to measure changes in age role adherence and prescriptions. The Age Role Scale scores for six behavior-domain subscales and in total were almost identical to those from the original study. These findings reveal no significant change in age role norms and adherence over the 17-year interim period, contradicting the proposition that age roles are becoming a less important influence on consumer behavior.