A sociological analysis of the anti-ageing treatment market: the dynamics of expectations

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Public expectations of new medical treatments are often high, indeed higher than warranted by medical evidence. This project will reveal how expectations arise and function in the market of so-called anti-ageing treatments and will explore the implications for treatment practices and decisions. It will clarify the socio-cultural factors sustaining expectations of treatments, including the respective roles played by those who produce, sell, regulate and consume them. The project will offer a new perspective on the dynamics of emerging medical treatment markets that will assist regulatory efforts.