...Bénédicte Bourcier-Béquaert; Corinne Chevalier; Gaëlle Marie Moal Purpose This study aims to examine how exposure to female models in advertisements can create identity tensions in senior women and how they manage the comparison and develop different adaptation strategies to deal...

...Corinne Chevalier; Gaelle Moal-Ulvoas Purpose This paper aims to investigate the reaction to the use of senior models in ads by older consumers while taking into account their spiritual dimension in the context of ageing. Design/methodology/approach This research relies on a qualitative...