Journal article Open Access

Le Bien Vieillir Désiré : quelle validité prédictive auprès des consommateurs âgés de 50 à 80 ans ?

Eloïse Sengès; Denis Guiot; Jean-Louis Chandon

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    <dct:title>Le Bien Vieillir Désiré : quelle validité prédictive auprès des consommateurs âgés de 50 à 80 ans ?</dct:title>
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    <dct:description>&lt;p&gt;Peu investigu&amp;eacute;, le bien vieillir constitue un d&amp;eacute;fi important pour le marketing. Pour y r&amp;eacute;pondre, le concept de Bien Vieillir D&amp;eacute;sir&amp;eacute; (BVD) fait r&amp;eacute;f&amp;eacute;rence aux objectifs psychologiques, physiques, sociaux et financiers,&amp;nbsp;poursuivis dans la qu&amp;ecirc;te du bien vieillir. Nous en proposons un mode de mesure bifactoriel (facteur g&amp;eacute;n&amp;eacute;ral et facteurs sp&amp;eacute;cifiques), fiable et valide dans lequel le BVD g&amp;eacute;n&amp;eacute;ral s&amp;rsquo;accompagne de trois facteurs sp&amp;eacute;cifiques, le BVD physique, le BVD social et le BVD financier. Le BVD se r&amp;eacute;v&amp;egrave;le &amp;ecirc;tre utile, en compl&amp;eacute;ment &amp;agrave; l&amp;rsquo;&amp;acirc;ge pour expliquer la consommation dans quatre secteurs : l&amp;rsquo;e-sant&amp;eacute;, la chirurgie esth&amp;eacute;tique, les loisirs et&amp;nbsp;les placements financiers. Les r&amp;eacute;sultats obtenus sugg&amp;egrave;rent le d&amp;eacute;veloppement d&amp;rsquo;un marketing du bien vieillir&amp;nbsp;pour mieux concevoir et promouvoir les produits et services favorisant le bien vieillir.&lt;/p&gt;</dct:description>
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Publication date:
April 17, 2018
DOI:
10.5281/zenodo.1312177

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Grants:
European Commission:
  • ACCRA - Agile Co-Creation of Robots for Ageing (738251)
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