Applying Disengagement Theory From Social Gerontology to Predict and Explain Segments Within the Senior Market

William A. Weeks, Washington State University
ABSTRACT - The purpose of this paper is to explore the social gerontological Disengagement Theory's ability in predicting and explaining segments within the Senior Market. The research approach consisted of an analysis of 20 interest and opinion items from Needham, Harper, and Steers's 1982 consumer panel. Senior consumers are shown to follow one of three retirement adjustment patterns: "disengagement," "re-engagement," or "realignment." The results of this study support the hypothesis that the Senior Market is comprised of unique segments that must be targeted accordingly. Future researchers may want to use an alternative indicator of behavior such as one's use of time.
[ to cite ]:
William A. Weeks (1986) ,"Applying Disengagement Theory From Social Gerontology to Predict and Explain Segments Within the Senior Market", in NA - Advances in Consumer Research Volume 13, eds. Richard J. Lutz, Provo, UT : Association for Consumer Research, Pages: 673.

Advances in Consumer Research Volume 13, 1986      Page 673

APPLYING DISENGAGEMENT THEORY FROM SOCIAL GERONTOLOGY TO PREDICT AND EXPLAIN SEGMENTS WITHIN THE SENIOR MARKET

William A. Weeks, Washington State University

ABSTRACT -

The purpose of this paper is to explore the social gerontological Disengagement Theory's ability in predicting and explaining segments within the Senior Market. The research approach consisted of an analysis of 20 interest and opinion items from Needham, Harper, and Steers's 1982 consumer panel. Senior consumers are shown to follow one of three retirement adjustment patterns: "disengagement," "re-engagement," or "realignment." The results of this study support the hypothesis that the Senior Market is comprised of unique segments that must be targeted accordingly. Future researchers may want to use an alternative indicator of behavior such as one's use of time.

For further information, write to:

William A. Weeks / Assistant Professor of Marketing / College of Business and Economics / Washington State University / Pullman, Washington 99164-4725

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