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Subjective age

Date of publication: January 30, 2005

Catalogue: ESOMAR Conference On Age 2005

Authors: Denis Guiot, Bruno Schumutz

Abstract:

The concept of subjective age has previously been applied to segment the senior consumers' market: Market research has highlighted the tendency among individuals to feel younger than they actually are. This research demonstrates how other similar trends, in particular consumers who feel older than they actually are, act as discriminating factors in determining media and product consumption among the 15 to 24 year old cosmetic users.

Denis Guiot

Author

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Bruno Schumutz

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Guiot and Schumutz (2005a, January 30). Subjective age. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/measurement-of-the-objective-and-subjective-speed-of-inflation