Abstract (EN)

Until now, the concept of subjective age has only been used to segment the mature market. Research on consumer behavior has shown the effects of a youthful bias, the tendency to see oneself as younger. Using a conceptual framework based on self-concept, social comparison, and symbolic consumption, this research proposes to characterize the antecedents and the effects of an analogous but opposed tendency: an older bias among adolescent girls. An empirical study carried out in France showed the influence of this tendency on makeup color preferences. These can convey the symbols of an identity age. The results also highlight the role of some antecedents of the older bias: aspiration to aging, self-esteem and concern for physical appearance.