Format of Original
Journal of Consumer Affairs
Original Item ID
To be an aging consumer in a youth culture means facing several challenges, including maintaining self-esteem in the face of negative media portrayals, redefining the meaning of being sexually active, coping with vulnerability, planning for retirement and investing for the final years. Despite tremendous differences and contradictions among aging consumers, many policymakers take a narrow, single-minded approach to issues of consumer welfare and public policy, which fails to address the wide variation among members of this group.
Perry, Vanessa G. and Wolburg, Joyce M., "Aging Gracefully: Emerging Issues for Public Policy and Consumer Welfare" (2011). College of Communication Faculty Research and Publications. 63.
ADA Accessible Version
Accepted version. Journal of Consumer Affairs, Vol. 45, No. 3 (Fall 2011): 365–371. DOI. © Wiley. Used with permission.