The Elderly's Perceptions of Nursing Home Sponsorship of Retirement Communities

A research study involving 350 healthy, middle-income seniors indicated that people of retirement age have very different expectations about a housing community depending upon the nature of the sponsoring organization - be it a specific well-known hotel chain, a respected local builder, or a local, not-for-profit nursing home. A nursing home sponsored community is seen, for example, as very friendly, very sensitive to the needs of older people, but only average in quality and average in price. Further, there are differences in perceptions among demographic sub-groups of this population.