Editing Life extension (section)

===Consumer motivations ===
Research by Sobh and Martin (2011) suggests that people buy anti-aging products to obtain a hoped-for self (e.g., keeping a youthful skin) or to avoid a feared-self (e.g., looking old). The research shows that when consumers pursue a hoped-for self, it is expectations of success that most strongly drive their motivation to use the product. The research also shows why doing badly when trying to avoid a feared self is more motivating than doing well. When product use is seen to fail it is more motivating than success when consumers seek to avoid a feared-self.<ref>{{cite journal | year = 2011 | title = Feedback Information and Consumer Motivation. The Moderating Role of Positive and Negative Reference Values in Self-Regulation | url = http://www.basmartin.com/wp-content/uploads/2011/12/S-and-M.pdf | journal = European Journal of Marketing | volume = 45 | issue = 6 | pages = 963–986 | doi = 10.1108/03090561111119976 | url-status = dead | archive-url = https://web.archive.org/web/20140818073959/http://www.basmartin.com/wp-content/uploads/2011/12/S-and-M.pdf | archive-date = 2014-08-18 | vauthors = Sobh R, Martin BA | hdl = 10576/52103 }}</ref>