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

Share Proceeding

Featured papers

See More


Divorcing the Market

Deniz Atik, University of Texas Rio Grande Valley, USA
A. Fuat Fırat, University of Texas Rio Grande Valley, USA
Ebru Uzunoğlu, Izmir University of Economics

Read More


Influence of Visual Crowding and Space Between Products on Consumer Choice

Ana Scekic, HEC Paris, France
Selin Atalay, Frankfurt School of Finance and Management, Germany
Cathy Liu Yang, HEC Paris, France
Peter Ebbes, HEC Paris, France

Read More


Taking a Leaf out of my Review: The Asymmetrical Link between Linguistic Similarity and Attitude Certainty for Writers and Readers of Product Reviews

Ann Kronrod, University of Massachusetts, USA
Yakov Bart, Northeastern University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.