Seminar Presentation J1. G4

BPMM 3073 SEMINAR MARKETING

GROUP MEMBERS :

1. SHO SIN HUA 2058422. EVELYN TAN SUI LIN 2060303. LEE HUI SHAN 2062854. ABDUL RAHMAN B.ASWENDI 2069655. SOON BEE LIAN 208627

GROUP 4

Title of JournalWho Are You Calling Old?

Negotiating Old Age Identity in the

Elderly Consumption EnsembleAuthor:

•MICHELLE BARNHART•LISA PENALOZA

Journal of Consumer Research: Vol.39.April 2013. pp.1133-1153Electronically Published November 5,2012.All right reserved. 0093-5301/2013/3906-0001

HI! Calling…I’m

Do you think I’m old?

Abstract Introduction Literature Review

Theoretical Framework

Research Questions

MethodFinding

Discussion Implication Limitation

RecommendationConclusion

Flow of Presentation

Abstract

Method• Qualitative• Depth interview with older

consumers, family members and paid caregivers in eight ECE

Aim• Illuminates ways in identity

construction is constrained in interpersonal interactions

• Demonstrates old identity as implicated in consumption in relation to and distinction from physiological ability and old subject position

• Updates the final stages of the Family Life Cycle model

Abstract

Discussion• What does old means?• What is elderly consumption?• What are their buying power

behaviour?

Findings• Meaningful distinction between

aging and getting old• Positioning the older consumer

and identity construction in the ECE

• Conflicts between subject positioning and identity

• Strategies for negotiating conflicts between identity and positioning



Research Questions

MethodFinding




Introduction

Research on how older people

continue to consume when they no longer

consume independently how consumption

fosters understanding of what it means to be

old and who is old

Meaning of ensemble

A unit or group of complementary parts that contribute to a

single effect

Introduction

20% of American over

age 75 required

assistance with basic

consumption

ECE family member, friends,

neighbours and paid care

providers including elderly

consumer

ECE job improvise ways to

continue the older person’s consumption through large

variation which exist in

the type, frequency and

degree of assistance

Assistance with daily

activities driving,

housekeeping, meals,

shopping, meds and etc



Research Questions

MethodFinding




Literature Review

Constructing identity in

consumption

Old age as a social position and an identity

in contemporary

American society



Research Questions

MethodFinding





Identity Construction

In Consumption

Old Age As A Socially

Constructed Subject Position

Old Age Identity



In Consumption



Old Age Identity

Identity Construction In Consumption

Identity does not exist before consumption as an influence on the latter.

Consumption pattern that enact identity are marked by consumer’s “conciliation of existential desires for distinctive roots with concerns of deracination”

Identity is contingent as consumers manifest it in consumption within evolving macro cultural fields of geo-socio-market distinction and relations.

Market AgentsPositioning old people in commercials for

product like Viagra or senior vacation service

Marketers continually redefine what older people should want and what their bahaviour should be.

Consumer’s positions are reproduced in consumptions, peoples attempts to change their consumption can change these structures and produce alternative position

Elderly Consumption Ensemble (ECE) Family members, friends and service

providers also impose a position on the elderly consumer that he or she does not choose to claim or inhabit as his or her identity.



In Consumption



Old Age Identity

Old Age As A Socially Constructed Subject Position

• Negative stereotypes vulnerable to illness, incompetence, physically and cognitively deficient, helpless and etc

• Positive aging older people are empowered by their growing economic and demographic power and proficiency at using new technologies

• How people position them even if the white-haired person does not identify as an old person, when subjected to infantilizing talk or treatment, he constitutes his identity in relation to the subject positioning imposed on him by others

• How marketing scholars position them :- - Marginalized (threat) and devalued subject - Isolation and loneliness - Singles or couples rather than group members



In Consumption



Old Age Identity

Old Age Identity

• Old age identity :- - Inconsistent and unpredictable - Vary culturally and personally

• People are reluctant to identify as old even after being positioned as an old person by others but may induce a shift over time in feelings and behaviour related to one’s identity

• Old age identity in consumption :- - Consumer tend to reject the discount unless it is stated senior citizen discount - Indicating that people may be more likely to claim an old identity as their chronological age increases

• Marketers Consumption may be more fertile domain than labor for the construction of old age identity although retired is an indicator of old



Research Questions

MethodFinding




Research Question

RQ1 : What does it mean to older consumers and ECE members to be old and how are these meaning reproduced in the ECE?

RQ2 : How do ECE members position someone as an old subject in their consumption discourse and practice?

RQ3 : In what ways do older consumers exercise agency to identify with or reject this positioning?

RQ4 : How might their agency to successfully enact identity be limited in their interactions with market agents and other ECE members?



Research Questions

MethodFinding




Method

Data collection consisted of depth interviews

Two to three individuals from each of eight different ECEs for a total of 20 informants living

In California, Colorado, Texas, New York, and Connecticut.

Depth Interviews

Process of Depth Interview

Select ECEs

Recruit Informants

Screen Out the

Candidate

Get the Information

Record the Information

Depth Interview

ECEs

Informants

15 5 2016 = by phone 4 = in person

8

4

Gender, living situation, marital status, type of

degree assistance provided, length of employed & paid

provider

Recruited through craigslist &

via phone. 2 cognitive illnesses older

consumers with family members &

paid providers serving as informants

Interviews twice (6-5 month after 1st)

2-3 individuals

Interviews only once.

Analysis

Early in the analysis we derived key categories (Lofland and Lofland 1995) of consumption activities that elderlyconsumers regularly received help with and that informants anticipated the older person would need help with in the future.

ECEs Categories

Personal Care

Driving

Doctor Visits

Shopping

Managing medicationsPreparing

Meals

Housekeeping

Personal Businesssuch

Home and Yard

Maintenance

Travel

Stage of Analysis

First identified characteristics and behaviors that informants attributed to or associated with old people

Identified characteristics and behaviors that informants associated with not being old

Clustered similar characteristics and behaviors

Traced informants’ meaning making as it related specifically to the consumption practice and discourse of the older consumer(s) in each ECE

Compared meanings produced by older consumers

Data Collection

Experience• 8 years of professional experience selling personal emergency response services and personal experience with elderly family members

Depth Interview• With two to three individuals from each of eight different ECEs for a total of 20 informants living in California, Colorado, Texas, New York, and Connecticut.



Research Questions

MethodFinding




FINDIN

GS Meaningful Distinctions between Aging & Getting Old

Positioning the Old Consumer & Identity Construction in the ECE

Conflicts between Subject Positioning & Identity

Strategies for Negotiating Conflicts between Identity & Positioning

FINDIN





• Distinction Aging Getting old• Chronological aging versus Becoming a member of the old age group.

What it means to be old ???

Physiological meaning continua

Cognitively able to unable : Brain’s ability to reason and remember as needed to successfully perform consumption activities

Physically able to unable : Body’s ability to see, hear, speak, manipulate objects, and ambulate as needed to successfully performconsumption activities

Closely related to biology and are described by informants as the essence of aging

Physiological

Social meaning continua

Control to deference : Degree to which authority in a consumption event is exercised by the older person or yielded to others

Integration to isolation : Degree of social contact one experiences in consumption

Independence to dependence : Degree of assistance one receives from others in a consumption activity

Reciprocation to unilateralism : Degree to which provision of assistance is reciprocated

Social

Inscribed and conveyed in the relationships of the elderly person with others in consumption experiences.

FINDIN





Positioning the Older Consumer and Identity Construction in the ECE

Consumption Activities

Reveal Agedness

Positioning the older

Consumer

Older Consumer’s Construction

of Age Identity

From the diagram above

Is represent the process of positioning the older person as an old or not old subject

and the construction of the older person’s identity in relation to this positioning through meaning making in the ECE.

Represent the older person’s consumption activities as accomplished collectively in the ECE through a dynamic and ongoing division consumption.


Consumption Activities Reveal

AgednessPositioning the

older ConsumerOlder Consumer’s

Construction of Age Identity

Which both reveal the older consumer’s agedness and implicate the current division of consumption as appropriate or inappropriate.


Consumption Activities Reveal

AgednessPositioning the

older ConsumerOlder Consumer’s

Construction of Age Identity

Inscribe meanings either by themselves or with other members who position the older consumer.

Symbolize the influence that the older consumer’s subject positioning has on the division of consumption.


Consumption Activities

Reveal Agedness

Positioning the older

Consumer

Older Consumer’s Construction

of Age Identity

FINDINGS

Meaningful Distinctions between Aging & Getting Old




CONFLICTS BETWEEN SUBJECT POSITIONING & IDENTITY

Source of conflicts:

1. When older consumers attempted to construct not-old identities while their children and paid providers positioned them as old subjects.

2. When older consumers claimed an old identity while others position them as not old.

Most

common

Arose occasionally

Conflicts Driving Older consumers’ favorite activities

and those central to the enactment of other identities

FINDINGS

Meaningful Distinctions between Aging & Getting Old




STRATEGIES FOR NEGOTIATING CONFLICTS BETWEEN IDENTITY & POSITIONING

Older Consumers

Reassert Identity against

Unacceptable Positioning

Younger Members

Urge Older Consumers to Identify

with Positioning

Younger Members

Initiate Changes in

Practice While

Preserving Identity

Older Consumers

Form Alliances

with Younger

Members

1 432

Older Consumers



Younger Members


with Positioning

Younger Members

Initiate Changes in

Practice While

Preserving Identity

Older Consumers

Form Alliances

with Younger

Members

1 432


Older Consumers



1

1. Attempt to convince younger ECE members of the validity of their identity through discourse, employing what one hopes will be a compelling verbal argument.

3. Force other ECE members to continue or change a practice.

4. Covertly exclude others from a practice.


2. Try to prove a not-old identity through practice.

Older Consumers



Younger Members


with Positioning

Younger Members

Initiate Changes in

Practice While

Preserving Identity

Older Consumers

Form Alliances

with Younger

Members

1 432


1. Using strategies of convincing, proving, and forcing.

2. Trying to prove the legitimacy of the older person’s positioning as an old subject by pointing out what they considered unsuccessful attempts by the older consumer to perform certain consumption practices.

3. Try to forcefully change practice.

Younger Members


with Positioning

2


Older Consumers



Younger Members


with Positioning

Younger Members

Initiate Changes in

Practice While

Preserving Identity

Older Consumers

Form Alliances

with Younger

Members

1 432


1. Covertly excluding the older person.

2. Requested acquiescence from the older consumer.

Younger Members

Initiate Changes in

Practice While

Preserving Identity

3


3. Strategically leveraging an older consumer’s meaning making such that the older consumer would voluntarily change a practice in accordance with the younger member’s wishes.

Older Consumers



Younger Members


with Positioning

Younger Members

Initiate Changes in

Practice While

Preserving Identity

Older Consumers

Form Alliances

with Younger

Members

1 432


1. Using convincing and proving strategies in alliance with family members.

2. Covert exclusion in alliance with paid providers.

Older Consumers

Form Alliances

with Younger

Members

4




Research Questions

MethodFinding




Who is SHE ?

Discussion key worlds

1. Old ? What the people thinking old, say old, feel old ?

OLD: Less vigorous in action.

2. Elderly Consumption? Age identity?

Discussion

Continued consumptions is possible by the assistance of ECE members.

The buying power of the elderly person does not based on their age .

•ECE memberships changes over time: The roles & responsibilities in future. The circumstances and needs and wants of the elder persons in their daily consumptions.Changing in the effort in the power of buying

Discussion

Point of View of the

Journal

Elderly consumption ensemble ( ECE ) membersDepth interview: Older ConsumerFamily membersPaid caregivers in eight ECEs

FOCUS GROUP

Characteristics of the Division of Consumptions

Emerging from postmodern technical development in service & information. Consumer-centric. Involved in meaning making & identity const

1.Enhance the identity

construction

2. In-depth negotiation of

identity in consumption

3. Update the final stage of FLC model

Three Contributions of Research

This research emphasize on the identity construction based on interpersonal relationship. (ECE)

The Individual identity construction at the macro-level of socio-cultural field.

Involve negotiation of identity with unsuitable subject positioning imposed by the others.

Subject positioning

1. Enhance the identity Construction

Define the actual identity in calling old.

Subject Positioning= Identity

Previous study

This research

Accept the subject positioning determined by the market

Accept or reject the subject positioning.

The contribution of these research :

The elderly can negotiate their identity with:

Physiological abilitySubject PositioningOld Identity

Age is just a number.

2.In-depth negotiation of identity in consumption

At the final stage of consumptions, elderly move from autonomy to dependence on the others.

3. Update the final stage of FLC models

40-60 years



Research Questions

MethodFinding




Research Implication

•Prove that physiological inability does no mean the loss of identity and social position.

• Consumptions allow recognition of physical inabilities.

Elderly Consumer

•The importance of collective meaning in subject positioning.

•Specified how and whom consumers are classified.

• How such classification affect consumptions. Consumer Researcher

• Enhance understanding about the identity negotiation among elderly consumer.

•Critical for the development & improvement of public policy.

Policy Makers



Research Questions

MethodFinding




RESEARCH LIMITIATION

Research focus on white Americans.Study centered around middle-class

and upper middle class.Need to include other cultural,

socio demographic, and geographic regions.

1. Variation in ECEs research elements

Interview the people who are cognitively able.

Many variables when interview those elderly with cognitive illness such as Alzheimer’s disease.


2. Study aims on older people with cognitive illness.

Spouse can be a primary and good caregiver.

Treatment of gender is limited.


3. Its omission of ECEs ( Spouse)



Research Questions

MethodFinding




Recommendation

Insert some quantitative statistic as supporting data. Select the research participants appropriately or best suit the criteria.

Further research on other subject positions and identity such as gender, ethnic or national, and family distinctions.Explore the dynamics of power among the ECE members in the consumption activities.



Research Questions

MethodFinding




Conclusion

Establish the possible of blue ocean.Enhance the inner care of the elderly.Know ourself and know other.

Age show is senility not old. Age is just a number.Inner looking of the need and want.

Conclusion

“Feeling ”old is a product of “being” old.

Reflecting the cultural stereotypes and the stigma associated with old age, a self-perception of old is apparently linked with a sense of loss.

GROUP FOUR

Documents

Seminar Presentation J1. G4