Lebensträume erfüllen

Mai 3rd, 2009 | No Comments | Posted in Wissenschaft und Forschung

 US Studie: Bericht vom Journal of Consumer Research

Das Stereotyp von strickenden und Karten spielenden Großeltern gilt heute nicht mehr.

englisch sprachiger Bericht der Studie

Retirees Are Pursuing Their Life Dreams
“Our research investigates retirement as a life stage focused on consumption
where outdated cultural scripts for retirement are challenged,” write authors Hope
Jensen Schau (University of Arizona), Mary C. Gilly (University of California,
Irvine), and Mary Wolfinbarger (California State University, Long Beach).
The researchers embarked on a research project to explore the phenomena called
“identity renaissance.”

They found that in contrast to images of seniors in decline,
many retirees are using their time and money to pursue lifelong interests they had
put aside in favor of more immediate obligations prior to retirement.
Using in-depth interviews with retirees, observation of senior centers and a
rehabilitation center, and monitoring online forums, the researchers revealed a
culture of seniors actively engaging in new projects and picking up old ones.
The study data reveals two categories of identity work among retirees:

selfexpression and affiliation.


tends to be more about enhancing or
developing the self, and can involve “self-retrieval,” when people take up past life
projects that were deferred or continue with life interests in the face of change
such as illness or disability. Other self-expression projects involve the concept of
“self-permanence,” or creating a lasting legacy; self-synchronization, which is an
effort to align oneself with the current state of culture and society, such as buying
a computer and learning to use the internet; or self-discovery, which entails
creating new projects, life goals, or memories.

Affiliation projects

are more outward focused and can involve moving closer to
friends and family; increasing a connection to a place, such as their homeland; or
volunteering or working to improve the world situation.
“Our research on retirement as a life transition demonstrates that this later life
stage need not focus on cognitive or corporeal decline, but rather celebrate the
vibrant identity projects of retirees,” write the authors.

“It is a time of significant
renewal, when individuals have time to engage in identity work in a way not
possible since their adolescence.”
Hope Jensen Schau, Mary C. Gilly, and Mary Wolfinbarger. “Consumer Identity
Renaissance: The Resurgence of Identity Inspired Consumption in Retirement.”
Journal of Consumer Research

Leave a Reply