It's all in the mind: Changing the way we think about age

Lisa Edgar and David Bunker

This paper explores the validity of using chronological age as a primary targeting factor. It shows that the majority of people don’t see themselves in terms of their chronological age, many identifying with a completely different age group.

It's all in the mind: Changing the way we think about age

Lisa EdgarThe Big WindowDavid BunkerBBC

Introduction

In this paper we explore the validity of using chronological age as a primary targeting factor. We show that the majority of people don't see themselves in terms of their chronological age, many identifying with a completely different age group. We explore how this varies across the age range, and some of the social, behavioural and personality factors that may make a difference. We then go on to demonstrate how the non chronological age construct we have developed can...

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