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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Aurore Bardey & Natascha Radclyffe-Thomas & Catriona Tassell & Catherine Labruère Chazal & Nia Pejsak, 2024. "‘Older People are not Allowed to be old Anymore’: Representation, Stereotyping and Psychological Impact of Ageism in the Fashion media," Post-Print hal-04854103, HAL.
    • Handle: RePEc:hal:journl:hal-04854103
    DOI: 10.1177/02761467241302462
    as

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