Purpose – The purpose of this study is to examine: direct effects of appearance management and fashion involvement on … social participation; direct effects of social participation, appearance management, and fashion involvement on self …‐esteem; and indirect effects of appearance management and fashion involvement on self‐esteem through social participation. Design …

Purpose – The purpose of this study is to examine if older female consumers prefer apparel advertising models more … closely resembling their age. Design/methodology/approach – The sample for this study consisted of 163 women between the ages … of 60 and 80. Full‐color photographs of fashion models were presented as stimuli. A questionnaire measuring participants …

on mature women's buying behaviour and attitudes is still scarce. The purpose of this paper is to explore and analyse … mature women's buying of clothes. Design/methodology/approach – The empirical material consists of observations made in a … department store and of interviews with a sample of ten Finnish women aged 50 to 63 years. Findings – The study yielded …

that women over 65 are still interested in fashion and that looking fashionable for themselves and others is important … review of literature and in‐depth interviews with 20 women over age 65, this exploratory research provides insight into the … impact of self‐concept, lifestyles, and fashion behaviors on apparel purchase decisions. The qualitative approach used for …

Demographic trends are suggesting that older people are growing in importance in the population. The advertising … and agencies to the importance of older people, and to encourage more age diverse advertising. This paper presents the … findings of a study conducted to elicit the opinions of advertising industry commentators about the issue of ageism in …