Marketing senior et résistances des jeunes retraités au vieillissement

Abstract

The senior marketing has developed in recent decades. He became the relay of the dominating aging norms.  The “seniors’ exhibitions” are a special field of survey to study these norms. These exhibitions enjoin a resistance to individual aging. This injunction receives a favorable response among young retirees. Indeed, they resist the constraints of advanced age by seeking self-realization and individual action. But these values ​​are not shared by all, so we cannot say that there is only one way to experience aging at retirement.