Social and Behavioral Sciences Commons^™

Behind The Mask: An Analysis Of Women's Perceptions And Rationale Toward The Purchase And Use Of Anti-Aging Products, Clair Maureen Williams

Dissertations and Theses @ UNI

An exploratory study was done to unveil a more contemporary and intimate look at women and aging in U.S. society. This qualitative research explored what women do, if anything, to confront pressures associated with aging. Purposeful sampling was used to homogenize the participant sample for increased richness of data. Criterion was as follows: women, 50’s age range, married with children, Caucasian, from the Midwest, and who currently use one or more anti‐aging products. In total, 17 women of similar status and background participated in this research. Data collection consisted of in‐depth audio taped interviews followed by immediate transcription. The analysis …