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The timing and context of consumer decisions

Author

Listed:
  • Euehun Lee
  • Anil Mathur
  • Choong Fatt
  • George Moschis

Abstract

Researchers have long recognized the importance of studying consumption activities over time, but they have had inadequate theories and methods for studying consumers over the course of their lives. This paper suggests that the life course paradigm that has been widely used in social sciences could be employed to overcome some limitations of previous consumer research. To illustrate its application, two consumption activities are used—one first-time and another repeat choice. Hypotheses are developed based on the most popular life course theoretical perspectives, and data from a national longitudinal study are used to test them. The results show that consumers are influenced by prior life experiences and future expectations, and they suggest the value of studying consumer behavior in time and context using the life course paradigm. Finally, the paper discusses implications for theory development and future research using this innovative approach. Copyright Springer Science+Business Media, LLC 2012

Suggested Citation

  • Euehun Lee & Anil Mathur & Choong Fatt & George Moschis, 2012. "The timing and context of consumer decisions," Marketing Letters, Springer, vol. 23(3), pages 793-805, September.
    • Handle: RePEc:kap:mktlet:v:23:y:2012:i:3:p:793-805
    DOI: 10.1007/s11002-012-9182-5
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    References listed on IDEAS

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    3. Oropesa, R S, 1993. "Female Labor Force Participation and Time-Saving Household Technology: A Case Study of the Microwave from 1978 to 1989," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(4), pages 567-579, March.
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    Cited by:

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    2. Torgeir Aleti & Bernardo Figueiredo & Diane M. Martin & Mike Reid, 2023. "Socialisation Agents’ Use(fulness) for Older Consumers Learning ICT," IJERPH, MDPI, vol. 20(3), pages 1-11, January.

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