‘Older People are not Allowed to be old Anymore’: Representation, Stereotyping and Psychological Impact of Ageism in the Fashion media

Aurore Bardey, Natascha Radclyffe-Thomas, Catriona Tassell, Catherine Labruère Chazal and Nia Pejsak
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Aurore Bardey: BSB - Burgundy School of Business (BSB) - Ecole Supérieure de Commerce de Dijon Bourgogne (ESC)
Natascha Radclyffe-Thomas: GCU - Glasgow Caledonian University
Catriona Tassell: Dyson School of Design Engineering
Catherine Labruère Chazal: IMB - Institut de Mathématiques de Bourgogne [Dijon] - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique
Nia Pejsak: UAL - University of The Arts

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Abstract: While longer life expectancy draws older people into the spotlight, there is still a need for more consideration and representation of the older population. Using a three-study approach, the present research aimed to evaluate the representation of older consumers, stereotyping, and the psychological impact of ageism. Our study 1 highlighted a limited and stereotypical representation of older models in fashion magazines. Our study 2 underlined older people's negative attitude toward fashion media's ideal of beauty and their denial regarding the consequences of their invisibility. Our Study 3 showed that older people's invisibility negatively impacts fashion involvement, body esteem, and self-esteem but does not impact fashion involvement, body image and well-being. The present research suggests key insights that can help academics and practitioners promote healthy ageing in marketing.

Keywords: ageism; stereotype; ideal of beauty; diversity; fashion media (search for similar items in EconPapers)
Date: 2024-12-13
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Published in Journal of Macromarketing, 2024, ⟨10.1177/02761467241302462⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04854103

DOI: 10.1177/02761467241302462

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