SUBJECTIVE AGE TRENDS AND NEW PRODUCTS ADOPTION: AN EXPLORATORY RESEARCH
SARRA SGHAIER *
Faculty of Economics, Sciences and Management of Tunis, Tunisia.
ADERRAZAK GHARBI
Faculty of Economics, Sciences and Management of Tunis, Tunisia.
*Author to whom correspondence should be addressed.
Abstract
The aim of this paper is to study the impact of subjective age trends on the adoption of new products and explore the critical role of innovativeness. This model is based on both a literature review and a qualitative exploratory study. It establishes a relationship between subjective age trends and the acquisition of new products. We consider that subjective age is manifested by rejuvenating trend among seniors and aging trend among adolescents. Innovativeness has an important role in the relationship between the different concepts.
Following to the semi directive interviews with seven adolescents and nine seniors, results indicate that subjective age influences new products adoption. This can be explained by the gap between perceived age and real age.
Keywords: Subjective age trends, rejuvenating trend, aging trend, new products adoption, innovativeness, seniors, teens