Mirror, Mirror: Youth Quest For Middle-Aged Women

This study provides a deeper understanding of the deliberation behind women’s consumption of age defying products and services. In-depth interviews were conducted with 20 middle-aged women. Findings suggest that women use age defying products and services to attain hoped-for possible selves and prevent dreaded ones. These seem to be created by the media and women’s social contexts. The media and advertising seem to be emphasizing and creating youthful ideals for women, however how women react to these is likely to depend on the extent to which these standards are internalized and perceived as easily attainable.


Rana Sobh (2008) ,"Mirror, Mirror: Youth Quest For Middle-Aged Women", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 120-125.


Rana Sobh, Department of marketing and management, Qatar University, Qatar


LA - Latin American Advances in Consumer Research Volume 2 | 2008

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