MATURE CONSUMER AWARENESS AND ATTITUDES TOWARD RETIREMENT HOUSING ANDLONG-TERM-CARE ALTERNATIVES

The retirement housing and long-term care industries have been respond ing to the needs of aging consumers by developing a wide range of hous ing facilities and personal care services. The increasing variety of l ong-term care options is expected to better satisfy the heterogeneous needs of older consumers. Results of a national study and qualitative research suggest that many present and potential consumers of supporti ve housing and long-term care services do not have a good understandin g of these offerings. Many are unaware of the alternatives available. Mature consumers often perceive all long-term care negatively as nursi ng homes. The proliferation in the variety of housing and long-term ca re services and the lack of standardization in labeling products may b e contributing to the misunderstanding of various options. This misund erstanding leads to consumers not obtaining the housing and long-term care services best suited to their needs. Government agencies, consume r interest groups, and housing and long-term care providers can help t o differentiate products and educate consumers to better serve their n eeds.