EMBODIMENT: A NEW WAY OF DESIGNING STEREOTYPES ABOUT THE ELDERLY PERSON AND THEIR INFLUENCE ON THE SENIORS’ PHYSICAL ACTIVITY

L’EMBODIMENT: UNE NOUVELLE FAÇON DE CONCEVOIR LES STEREOTYPES SUR LA PERSONNE AGEE ET LEUR INFLUENCE SUR L'ACTIVITE PHYSIQUE DES SENIORS

Kimberley Girardon (), Marine Le Gall-Ely () and Bertrand Urien ()
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Kimberley Girardon: UBO UFR DSE - Université de Bretagne Occidentale - UFR Droit et sciences économiques - UBO - Université de Brest, LEGO - Laboratoire d'Economie et de Gestion de l'Ouest - UBS - Université de Bretagne Sud - UBO - Université de Brest - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO - Université de Brest - UBL - Université Bretagne Loire - IMT Atlantique - IMT Atlantique - IMT - Institut Mines-Télécom [Paris]

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Abstract: Promoting the physical activity of the aging population is a major societal challenge. However, only one French person aged over 55 years old is practicing physical activity. Regardless of objective variables, adherence to negative stereotypes about aging can hinder seniors' engagement. While this theme is widely discussed in social psychology, no marketing study proposes levers of action to counter these psychological barriers. Our research is therefore part of this process by improving the understanding of stereotypes about aging, as well as one of the mechanisms likely to favor their influence on the practice of seniors. Two studies were conducted to identify stereotypes about aging (Study 1) and to identify the physical experiences of aging (Study 2). According to the "embodiment" perspective, the linking of these results suggests possible intervention strategies to encourage the physical activity of seniors.

Keywords: physical activity; stereotypes of the elderly; embodiment; Seniors; stéréotypes de la personne âgée; activité physique (search for similar items in EconPapers)
Date: 2019-05-15
Note: View the original document on HAL open archive server: https://hal.science/hal-04390789v1
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Published in 35ème congrès international de l’Association Française du Marketing, Association Française du Marketing, May 2019, Le Havre, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04390789

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