The staying young phenomenon and consuming to demonstrate agelessness

Age, aging, and age stereotypes are subjects examined by different disciplines, and these phenomena have also been the subject of consumer behavior as they affect attitudes, behavior, and perceptions. Meanwhile, the negative stereotype of aging leads to the denial of aging and changes in the definitions related to age. The denial of aging and the new age types, which are generally defined as younger than the chronological age, are naturally a reflection of the perception that people can “stay young,” and this mood can affect consumption patterns. Although the information that gives rise to these predictions is included in the literature, the concept of staying young has not been examined in detail, and its relation with consumption has not been discussed. The aim of this study is to fill this gap and define the “Staying Young Phenomenon” (SYP) and explain its relationship with consumption through the Consuming to Demonstrate Agelessness (CDA) concept which is also described in this work. For this purpose, two complementary studies were conducted. Using the data obtained from the qualitative research that constituted the first study, quantitative research was conducted and the dimensions of the SYP and CDA were defined. According to these findings, SYP is defined by the “Effort to Look Young,”, “Having Expectations From Life,” “Commitment to Life,” “Avoiding Death,” “Being Positive and Energetic,” and “Glorifying Youth” factors whereas CDA is defined by “Unlimited and Unconscious Spending,” “Personal Development and Personal Care Expenditures,” “Personal Appearance Expenditures,” and “No Regrets Spending” factors. Results of the analysis reveal a significant relationship between SYP and CDA and suggest that the effect of SYP on consumption may be higher than the effects of different age types and social status. The results obtained regarding SYP, CDA, and their relation are discussed in detail in relation to the concepts of age and aging, and suggestions for future studies are presented