Skip to main content
SpringerLink
Log in

Implications for Practitioners

  • Chapter
  • First Online:
Consumer Behavior over the Life Course

  • 1207 Accesses

Abstract

Although the life course paradigm has been largely ignored by researchers, as a multidisciplinary integrative research framework, it has the potential of helping them address areas and issues of interest to marketers and public policymakers in an innovative way. It can address research questions particularly relevant to marketing strategy, such as market segmentation and market targeting as well as issues regarding customer relationship management (CRM). This chapter offers implications for action in the areas of marketing and public policy with illustrations of applications of life course notions to research questions in select areas of corporate and public policy.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
eBook
USD 16.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Hardcover Book
USD 129.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  • Andreasen, A. R. (1984). Life status changes and changes in consumer preferences and satisfaction. Journal of Consumer Research, 11(3), 784–794.

    Article  Google Scholar 

  • Atchley, R. C. (1987). Ageing: Continuity and change (2nd ed.). Belmont, CA: Wadsworth.

    Google Scholar 

  • Balkwell, C. (1985). An attitudinal correlate of the timing of a major life event: The case of morale in widowhood. Family Relations, 34(4), 577–581.

    Article  Google Scholar 

  • Bird, S., & Tapp, A. (2011). Fear and fire: Ethical social marketing strategies for home fire safety for older people. Paper presented at World Social Marketing Conference, 11–12 April, Dublin, Ireland. Retrieved January 13, 2017, from http://eprints.uwe.ac.uk/14657/2/WSMC_2011_AFRS.pdf.

  • Cole, C. A., & Gaeth, G. J. (1990). Cognitive and age-related differences in the ability to use nutritional information in a complex environment. Journal of Marketing Research, 27(2), 175–184.

    Article  Google Scholar 

  • Correia, S., & Elliott, R. (2006). An examination of internet user profiles in the mature tourism market segment in South Africa. Consortium Journal of Hospitality & Tourism, 10(2), 47–62.

    Google Scholar 

  • Cox, D., Cox, A. D., & Moschis, G. P. (1990). When consumer behavior goes bad: An investigation of adolescent shoplifting. Journal of Consumer Research, 17(2), 149–159.

    Article  Google Scholar 

  • Elder, G. H. (1974). Children of the great depression. Chicago, IL: University of Chicago Press.

    Google Scholar 

  • Elder, G. H., & Johnson, M. K. (2002). The life course and aging: Challenges, lessons, and new directions. In R. A. Settersen (Ed.), Invitation to the life course: Toward new understanding of later life. Part II (pp. 49–81). Amityville, NY: Baywood.

    Google Scholar 

  • Elder, G. H., George, L. K., & Shanahan, M. J. (1996). Psychosocial stress over the life course. In H. B. Kaplan (Ed.), Psychosocial stress: Perspectives on structure, theory, life course, and methods (pp. 247–292). Orlando: Academic Press.

    Google Scholar 

  • Featherman, D. L., & Lerner, R. M. (1985). Ontogenesis and sociogenesis: Problematics for theory and research about development and socialization across the lifespan. American Sociological Review, 50(5), 659–676.

    Article  Google Scholar 

  • Gennep, V. A. (1960). The rites of passage. London: Routledge & Kegan Paul.

    Google Scholar 

  • Gentry, J. W., Kennedy, P. F., Paul, C., & Hill, R. P. (1995). Family transitions during grief: Discontinuities in household consumption patterns. Journal of Business Research, 34, 67–79.

    Article  Google Scholar 

  • George, L. K. (1993). Financial security in later life: The subjective side. Philadelphia: Boettner Institute of Financial Gerontology.

    Google Scholar 

  • Giele, J. Z. & Elder, G. H. (1998). Life course research: Development of a field. In J. Z. Giele & G. H. Elder (Eds.), Methods of life course research: Qualitative and quantitative approaches (pp. 5–27). Thousand Oaks, CA: Sage.

    Google Scholar 

  • Gonzalez, A., & Paliwoda, S. (2006). Segmenting the older consumer for online travel. The Marketing Review, 6(4), 331–348.

    Google Scholar 

  • Gould, S., Considine, J. M., & Oakes, L. S. (1993). Consumer illness careers: An investigation of allergy sufferers and their universe of medical choices. Journal of Health Care Marketing, 13(2), 34–48.

    Google Scholar 

  • Harrison, R. L., & Gentry, J. W. (2007). The vulnerability of single fathers adjusting to their new parental role. European Advances in Consumer Research, 8, 312–313.

    Google Scholar 

  • Hetherington, E. M., & Baltes, P. B. (1988). Child psychology and life-span development. In E. M. Hetherington, R. M. Lerner, & M. Purlmutter (Eds.), Child development life-span perspective (pp. 1–19). Hillsdale, NJ: Lawrence Erlbaum Associates.

    Google Scholar 

  • Kamakura, W. A., & Novak, T. P. (1992). Value-system segmentation: Exploring the meaning of LOV. Journal of Consumer Research, 19(1), 119–132.

    Article  Google Scholar 

  • Kotler, P. (1992). Marketing Management (8th ed.). Englewood Cliffs, NJ: Prentice Hall.

    Google Scholar 

  • Kumar, V., & Rajan, R. (2009). Nurturing profitable customers. Strategic Finance, 91(3), 27–33.

    Google Scholar 

  • Lee, E., Moschis, G. P., & Mathur, A. (2001). A study of life events and changes in patronage preferences. Journal of Business Research, 54(1), 25–38.

    Article  Google Scholar 

  • Lewit, E. M., Coate, D., & Grossman, M. (1981). The effects of government regulation on teenage smoking. Journal of Law and Economics, 25(3), 273–298.

    Google Scholar 

  • Marketing Communications. (1988). Survey: Age is not a good indicator of consumer needs. 21(November), 6.

    Google Scholar 

  • Mathur, A., & Moschis, G. P. (2005). Antecedents of cognitive age: A replication and extension. Psychology & Marketing, 22(12), 969–994.

    Article  Google Scholar 

  • Mathur, A., Lee, E., & Moschis, G. P. (2002). Market segmentation based on life events. Asia Pacific Advances in Consumer Research, 5, 234.

    Google Scholar 

  • Mathur, A., Lee, E., & Moschis, G. P. (2006). Life-changing events and marketing opportunities. Journal of Targeting, Measurement, and Analysis in Marketing, 14(2), 115–128.

    Article  Google Scholar 

  • Mathur, A., Moschis, G. P., & Lee, E. (2008). A longitudinal study of the effects of life status changes on changes in consumer preferences. Journal of the Academy of Marketing Science, 36(2), 234–246.

    Article  Google Scholar 

  • Mayer, K. U., & Tuma, N. B. (1990). Life course research and event history analysis: An overview. In K. U. Mayer & N. B. Tuma (Eds.), Event history analysis in life course research (pp. 3–20). Madison, WI: University of Wisconsin Press.

    Google Scholar 

  • Mergenhagen, P. (1995). Targeting transitions. Ithaca, NY: American Demographics Books.

    Google Scholar 

  • Moen, P., Dempster-McClain, D., & Williams, R. (1992). Successful aging: A life-course perspective on women's multiple roles and health. American Journal of Sociology, 97(6), 1612–1638.

    Article  Google Scholar 

  • Moody, H. R. (1988). Toward a critical gerontology: The contributions of the humanities to theories of aging. In J. E. Birren & V. L. Bengtson (Eds.), Emergent theories of aging (pp. 19–40). New York: Springer.

    Google Scholar 

  • Moschis, G. P. (1987). Consumer socialization: A life-cycle perspective. Boston: Lexington Books.

    Google Scholar 

  • Moschis, G. P. (1989). Cigarette advertising and young smokers. Journal of Advertising Research, 29(2), 51–60.

    Google Scholar 

  • Moschis, G. P. (1992). Marketing to older consumers. Westport, CT: Quorum Books.

    Google Scholar 

  • Moschis, G. P. (1993). Gerontographics: A scientific approach to analyzing and targeting the mature market. Journal of Consumer Marketing, 10(3), 43–53.

    Article  Google Scholar 

  • Moschis, G. P. (1996). Gerontographics: Life-stage segmentation for marketing strategy development. Westport, CT: Quorum.

    Google Scholar 

  • Moschis, G. P. (2007a). Life course perspectives on consumer behavior. Journal of the Academy of Marketing Science, 35(2), 295–307.

    Article  Google Scholar 

  • Moschis, G. P. (2007b). Stress and consumer behavior. Journal of the Academy of Marketing Science, 35(3), 430–344.

    Article  Google Scholar 

  • Moschis, G. P. (2012). Consumer behavior in later life: Current knowledge, issues, and new directions for research. Psychology & Marketing, 29(2), 57–75.

    Article  Google Scholar 

  • Moschis, G. P., & Mathur, A. (1992). How they are acting their age. Marketing Management, 4(2), 41–50.

    Google Scholar 

  • Moschis, G. P., & Mathur, A. (2006). Older consumer responses to marketing stimuli: The power of subjective age. Journal of Advertising Research, 46(3), 339–346.

    Article  Google Scholar 

  • Moschis, G. P., & Mathur, A. (2007). Baby boomers and their parents. Ithaca, NY: Paramount Market Publishing, Inc.

    Google Scholar 

  • Moschis, G. P., Lee, E., & Mathur, A. (1997). Targeting the mature market: Opportunities and challenges. Journal of Consumer Marketing, 14(4), 282–293.

    Article  Google Scholar 

  • Moschis, G. P., Lee, E., Mathur, A., & Strautman, J. (2000). The maturing marketplace. Westport, CT: Quorum Books.

    Google Scholar 

  • Moschis, G. P., Mosteller, J., & Kwai Fatt, C. (2011). Research frontiers on older consumers’ vulnerability. Journal of Consumer Affairs, 45(3), 467–491.

    Article  Google Scholar 

  • Moschis, G. P., Lee, E., Mathur, A., & Rigdon, E. (2015). A study of delayed purchases of enabling products: The case of hearing aids. International Journal of Consumer Studies, 39(4), 350–366.

    Article  Google Scholar 

  • Nagel, T., & Holden, R. K. (2002). The strategy and tactics of pricing. New York: Prentice Hall.

    Google Scholar 

  • Nimrod, G. (2013). Applying gerontographics in the study of older Internet users. Journal of Audience & Reception Studies, 10(2), 46–64.

    Google Scholar 

  • Noble, S. M., & Schewe, C. D. (2003). Cohort segmentation: An exploration of its validity. Journal of Business Research, 56(12), 979–987.

    Article  Google Scholar 

  • Novak, T. S., & MacEvoy, T. P. (1990). On comparing alternative segmentation schemes: The list of values (LOV) and values and lifestyles (VALS). Journal of Consumer Research, 17(1), 105–109.

    Article  Google Scholar 

  • O’Bryant, S. L., & Morgan, L. A. (1989). Financial experience and well-being among mature widowed women. The Gerontologist, 29(2), 245–251.

    Article  Google Scholar 

  • Parke, R. D. (1988). Families in life span perspective: A multilevel developmental approach. In E. M. Hetherington, R. M. Lerner, & M. Perlmutter (Eds.), Child development in life span perspective (pp. 159–190). Hillsdale, NJ: Lawrence Erlbaum Associates.

    Google Scholar 

  • Passuth, P. M., & Bengtson, V. L. (1988). Sociological theories of aging: Current perspectives and future directions. In J. E. Birren & V. L. Bengtson (Eds.), Emerging theories of aging (pp. 333–355). New York: Springer.

    Google Scholar 

  • Pearlin, L. I. (1982). Discontinuities in the study of aging. In T. K. Hareven & K. J. Adams (Eds.), Aging and life course transitions: An interdisciplinary perspective (pp. 55–74). New York: The Guilford Press.

    Google Scholar 

  • Pechman, C., Levine, L., Loughlin, S., & Leslie, F. (2005). Impulsive and self-conscious: Adolescents’ vulnerability to advertising and promotion. Journal of Public Policy and Marketing, 24(2), 202–221.

    Article  Google Scholar 

  • Rapkin, B. D., & Fischer, K. (1992). Personal goals of older adults: Issues in assessment and prediction. Psychology and Ageing, 7(1), 127–137.

    Article  Google Scholar 

  • Reinartz, W., & Kumar, V. (2003). The impact of customer relationship characteristics on profitable life duration. Journal of Marketing, 67(1), 77–99.

    Article  Google Scholar 

  • Rentz, J. O., & Reynolds, F. D. (1983). Separating age, cohort, and period effects in consumer behavior. Journal of Marketing Research, 20(1), 12–20.

    Article  Google Scholar 

  • Rice, F. (1995, June 26). Making generational marketing come of age. Fortune, 110–114.

    Google Scholar 

  • Rutter, M. (1996). Transitions and turning points in developmental psychopathology: As applied to the age span between childhood and mid-adulthood. International Journal of Behavioral Development, 19(3), 603–626.

    Article  Google Scholar 

  • Schewe, C., & Meredith, G. E. (1994). Digging deep to delight the older consumer. Marketing Management, 3(3), 21–35.

    Google Scholar 

  • Schewe, C. D., Meredith, G. E., & Noble, S. M. (2000). Defining moments: Segmenting by cohorts. Marketing Management, 9(3), 48–53.

    Google Scholar 

  • Settersten, R. A., & Mayer, K. U. (1997). The measurement of age, age structuring, and the life course. Annual Review of Sociology, 23, 233–261.

    Article  Google Scholar 

  • Sthienrapapayut, T. (2017). Application of the life course paradigm to family life cycle and later life stage consumer behaviors (Unpublished Doctoral dissertation, College of Management, Mahidol University, Bangkok, Thailand).

    Google Scholar 

  • Sthienrapapayut, T., Moschis, G. P., & Mathur, A. (2018). Using gerontographics to explain consumer behaviour in later life: Evidence from a Thai study,” Journal of Consumer Marketing, 35(3), 17–27.

    Article  Google Scholar 

  • Wagner, J., & Hanna, H. (1983). The effectiveness of life cycle variables in consumer expenditure research. Journal of Consumer Research, 10(3), 281–291.

    Article  Google Scholar 

  • Wells, W. D. (1993). Discovery-oriented consumer research. Journal of Consumer Research, 19(4), 489–504.

    Article  Google Scholar 

  • Wells, W. D., & Gubar, G. (1966). Life cycle concept in marketing research. Journal of Marketing Research, 3(4), 355–363.

    Article  Google Scholar 

  • Wheaton, B. (1990). Life transitions, role histories, and mental health. American Sociological Review, 55(2), 209–223.

    Article  Google Scholar 

  • Wilkes, R. E. (1995). Household life-cycle stages, transitions, and product expenditures. Journal of Consumer Research, 22(1), 27–42.

    Article  Google Scholar 

  • Williams, P., & Drolet, A. (2005). Age-related differences in responses to emotional advertisements. Journal of Consumer Research, 32(3), 343–354.

    Article  Google Scholar 

  • Yang, Z., & Netemeyer, R. G. (2015). Differential effects of parenting strategies on child smoking trajectories: A longitudinal assessment over twelve years. Journal of Business Research, 68(6), 1273–1282.

    Article  Google Scholar 

  • Yoon, C., Cole, C. A., & Lee, M. P. (2009). Consumer decision making and aging: Current knowledge and future directions. Journal of Consumer Psychology, 19(1), 2–16.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Department of Marketing, Georgia State University, Atlanta, GA, USA

    George P. Moschis

Authors
  1. George P. Moschis
    View author publications

    You can also search for this author in PubMed Google Scholar

Rights and permissions

Reprints and permissions

Copyright information

© 2019 Springer Nature Switzerland AG

About this chapter

Check for updates. Verify currency and authenticity via CrossMark

Cite this chapter

Moschis, G.P. (2019). Implications for Practitioners. In: Consumer Behavior over the Life Course. Springer, Cham. https://doi.org/10.1007/978-3-030-05008-5_9

Download citation

Publish with us

Policies and ethics

Search

Navigation