Anil Mathur is Associate Dean and Professor of Marketing at the Frank G. Zarb School of Business, Hofstra University, Hempstead, New York, USA.
Life events and brand preference changes
Article first published online: 11 JUL 2006
Copyright © 2003 Henry Stewart Publications.
Journal of Consumer Behaviour
Volume 3, Issue 2, pages 129–141, December 2003
How to Cite
Mathur, A., Moschis, G. P. and Lee, E. (2003), Life events and brand preference changes. Journal of Consumer Behaviour, 3: 129–141. doi: 10.1002/cb.128
- Issue published online: 11 JUL 2006
- Article first published online: 11 JUL 2006
- Brand preference;
- life events;
Three types of variable have been used to explain brand preference changes: consumer characteristics, marketing mix factors and situational influences. The study presented in this paper focuses on the relationship between life events experienced by individuals, resultant stress and lifestyle changes and changes in brand preferences. Based on theory and past research, a model is proposed and tested. The data support the notion that brand preference changes may be viewed as the outcome of adjustments to new life conditions and changes in consumption lifestyles that reflect consumer efforts to cope with stressful life changes. Implications for consumer research are also discussed. Copyright © 2003 Henry Stewart Publications.