(July 27, 2015) -- It’s hard for most people to look ahead to the next milestone age without cringing. According to a new study by UTSA marketing assistant professor Rajesh Bhargave, though, milestone ages aren’t just a time to look in the mirror and dread another wrinkle. Most people use them to take a long hard look at their health.
“I started thinking about the role of milestone ages,” Bhargave said. “A 50 year-old and a 51 year-old are not that different in any way, aside from one is at a milestone age and one isn’t. They’re looking at their lives very differently.”
Bhargave co-wrote a study with marketing professor Talya Miron-Shatz, director of the Center for Medical Decision Making at Israel's Ono Academic College. Miron-Shatz looked at health and decision-making, and together the two studied data sets of people ages 18-75 who were polled about overall life happiness. Noting that someone at 20 doesn’t have much in common with someone at 70, they decided to narrow it down to one factor: milestone age.
“People make a big deal out of milestone ages, from a marketing standpoint,” he said. “Birthday cards are one thing, but then you get a bunch of mailers talking about retirement when you turn 60. So we thought that might affect how people look at their lives, not just in the moment but over the course of the year.”
On any other birthday, Bhargave said, people measure their happiness largely based on day-to-day emotions. At milestone ages, people care plenty about their income and possessions, especially in comparison to those around them, but they also take stock of their health, both in regards to appearance and general comfort.
"Just like a colonoscopy became associated with age 50," says Miron-Shatz, “milestone ages are a point where people pause and seriously consider their health. It's amazing, though, how at 51, this effect evaporates. This makes public health campaigns so much more effective."
“When most people turn a milestone age, they realize they’re going through this aging process,” Bhargave said.
He hopes, however, that it’s not just companies pedaling BOTOX® that will take note of his study.
“If you want to market to people to make important changes, it’s very hard to shake someone and tell them they have to alter their lifestyle,” Bhargave noted. “But it’s easy to find out who’s turning a milestone age. They can get them at those times, right on that birthday even, when they’re likely to be receptive to those marketing messages.”
Learn more about the Department of Marketing.
The conference will showcase the works of authors, illustrators, and scholars which embody Latino culture and art as a means to promote literacy and reading in Latino children.
Durango Building, first floor, Downtown Campus
Registration is open now for this family-friendly and dog-friendly run that supports the UTSA Alumni Association scholarship fund.
Convocation Center, Main Campus
Join the Department of Interdisciplinary Learning and Teaching for the 14th Annual UTSA Storytelling Festival featuring Nancy Simpson, storyteller and keynote speaker. The event is free and open to the public.
Main Building, Ground Floor Lobby, Main Campus
Students are invited to a semi-formal, dinner banquet with an awards presentation and dancing. Keynote speaker will be San Antonio City Councilman William Cruz Shaw. Tickets must be purchased by Feb 19 at Roadrunner Express. UTSA students are $15 and guests are $20.
H-E-B Student Union Ballroom (HSU 1.104/1.106), Main Campus
Dr. Don Jenkins from UT Health SA will lead this event UTSA with up to 30 certified STB trainers, and train up to 300 UTSA students and personnel in stop the bleed methods.
H-E-B Student Union Ballroom (HSU 1.106), Main Campus
Get to know more about the Bexar County Criminal District Court candidates' stance on the issues before voting in the primary election on March 6.
Buena Vista Street Building, Aula Canaria (BVB 1.328), Downtown Campus
As part of RecycleMania,UTSA will provide sensitive document shredding services for the UTSA community. Bring documents to the parking lot between Student Union & Ximenes Avenue Garage. Document pick up also available for the Downtown and Hemisfair Campuses.
H-E-B Student Union parking lot, Main Campus
Lt. Gen. (Ret.) Koichiro Bansho will speak the importance of the Japan-U.S. relations from the historical and security perspectives. He will go over the history and future of the alliance between the two countries.
H-E-B Student Union, Travis Room (HSU 2.202), Main Campus
The University of Texas at San Antonio is dedicated to the advancement of knowledge through research and discovery, teaching and learning, community engagement and public service. As an institution of access and excellence, UTSA embraces multicultural traditions and serves as a center for intellectual and creative resources as well as a catalyst for socioeconomic development and the commercialization of intellectual property - for Texas, the nation and the world.
To be a premier public research university, providing access to educational excellence and preparing citizen leaders for the global environment.
We encourage an environment of dialogue and discovery, where integrity, excellence, inclusiveness, respect, collaboration and innovation are fostered.