This book examines consumer behavior using the "life course"
paradigm, a multidisciplinary framework for studying people's
lives, structural contexts, and social change. It contributes to
marketing research by providing new insights into the study of
consumer behavior and illustrating how to apply the life course
paradigm's concepts and theoretical perspectives to study consumer
topics in an innovative way. Although a growing number of marketing
researchers, either implicitly or explicitly, subscribe to life
course perspectives for studying a variety of consumer behaviors,
their efforts have been limited due to a lack of theories and
methods that would help them study consumers over the lifecycle.
When studying consumers over their lifespan, researchers examine
differences in the consumer behaviors of various age groups (e.g.,
children, baby boomers, elderly, etc.) or family life stages (e.g.,
bachelors, full nesters, empty nesters, etc.), inferring that
consumer behavior changes over time or linking consumption
behaviors to previous experiences and future expectations. Such
efforts, however, have yet to benefit from an interdisciplinary
research approach. This book fills this gap in consumer research by
informing readers about the differences between some of the most
commonly used models for studying consumers over their lifespan and
the life course paradigm, and providing implications for research,
public policy, and marketing practice. Presenting applications of
the life course approach in such research topics as decision
making, maladaptive behaviors (e.g., compulsive buying, binge
eating), consumer well-being, and cognitive decline, this book is
beneficial for students, scholars, professors, practitioners, and
policy makers in consumer behavior, consumer research, consumer
psychology, and marketing research.
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