April 17, 2018 Journal article Open Access

Eloïse Sengès; Denis Guiot; Jean-Louis Chandon

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