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SOCIAL EXCHANGE THEORY
In 1975, Dowd proposed a different way of explaining this question. Dowd proposed that retirement is actually a sort of social contract that the person makes with society.They obtain increased leisure time, and an 'honourable discharge' from the idea that all responsible members of society ought to work as hard as possible - the Protestant Work Ethic-and in return, they give up their involvement in how society's affairs are run. This social exchange is seen, according to Dowd, as a fair trade, both by society and by old people.
More recently, however, people are showing sings of being less prepared to accept this type of social contract. After all, we live much longer now than we did when retirement was first introdused, and we keep our health for longer, too; so it is much more practical for people to continue to take an active part in society. Among business and professional people, it is not at all uncommon for retirement to signal the beginning of a second career, and a much more independent one that allows them to use their experience, such as working as a consultant.
In other groups of society, too, people are beginning to see retirement as an opportunity to do new things. Organizations like the University of the Third Age encourage retired people to develop new hobbies and pursue new interests, and are becoming more popular and successful all the time. Many psychologists now take the view that successful retirement is all about making sure that you acquire new social roles, to replace the ones that you have lost through work, and activities of this sort are exactly the way that people do that.
Insight
Having responsibilities and being needed seem to be the core of successful retirement. That can take many forms: some people feel needed by their gardens, and devote much of their time to taking care of them; while others take on more social responsibilities.
お礼
早速の回答ありがとうございます！ アドバイスのおかげで自分の中で話が繋がってきました。質問の文章の前文はデータマインニングが日常的にマーケティングでは使われているといった内容だったのです。ということは 「マーケティングだけなく、どのような集団が自分達に危害を及ぼすかを明らかにするといった別の分野にも用いられている」という風に繋がれば 内容的にも納得できるとおもうのです。いかがでしょうか？