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Age Identity of Generation X (born 1965 - 1980) Females

26 June 2020

The key purpose of this research is to develop an understanding of the concepts of age-identity with respect to how female Generation X consumers (born between 1965 - 1980), perceive their age identity. Most people have other ‘ages’ beside their “official” or chronological age. We may feel or look younger or older than our chronological age. The 20 questions in this online survey all have something to do (directly or indirectly) with the various possible ‘ages of you’ - your age identity.


  • Female
  • Born between 1965 and 1980 (classed as Generation X).

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Ethical approval

This study has been approved by Nottingham Trent University Business, Law and Social Sciences Research Ethics Committee on 23rd April, 2020.

About the researcher

This project is being co-ordinated by Sharon-Marie Gillooley at Nottingham Trent University (NTU), who is conducting this research in respect of her Doctor of Business Administration studies. https://www.ntu.ac.uk/staff-profiles/business/sharon-marie-gillooley

This project is being supervised by Dr Sheilagh Resnick, Dr. Tony Woodall and Dr. Seamus Allison, from the Marketing Department at Nottingham Business School (NBS).

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Academic study

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