Older Chinese consumers perceive themselves younger than actual age

Since the Chinese government enacted the one-child policy in 1978 as a form of population control, the average age of Chinese citizens has begun to get older quickly. After recognising this trend, Rui Yao, a University of Missouri assistant professor in the Personal Financial Planning department of the College of Human Environmental Sciences, studied the self-perceived age of ageing Chinese consumers and how those perceptions should affect marketing strategies aimed at those consumers. Yao found the self-perceived age of older Chinese consumers to be significantly younger than their actual age...

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