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Title of Journal: Mark Lett

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Abbravation: Marketing Letters

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Springer US

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DOI

10.1007/bf02684690

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1573-059X

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The timing and context of consumer decisions

Authors: Euehun Lee Anil Mathur Choong Kwai Fatt George P Moschis
Publish Date: 2012/05/22
Volume: 23, Issue: 3, Pages: 793-805
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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 firsttime 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

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  1. Consumers’ evaluation of allocation policies for scarce health care services: Vested interest activation trumps spatial and temporal distance
  2. Transaction costs, opportunism, and governance: Contextual considerations and future research opportunities
  3. Search engine advertisements: The impact of advertising statements on click-through and conversion rates
  4. Measuring long-run marketing effects and their implications for long-run marketing decisions
  5. Targeting Miss Daisy: Using age and gender to target unethical sales tactics
  6. Managing sub-branding affect transfer: the role of consideration set size and brand loyalty
  7. The relationship between in-store marketing and observed sales for organic versus fair trade products
  8. Integrated mixed logit and latent variable models
  9. The moderating role of construal level on the evaluation of emotional appeal vs. cognitive appeal advertisements
  10. It’s all relative: how customer-perceived competitive advantage influences referral intentions
  11. It’s all relative: how customer-perceived competitive advantage influences referral intentions
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