「High-Tech Marketing Research Center」 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.
Lab: High-Tech Marketing Research Center
Professor: Euehun Lee
Title: A longitudinal study of the effects of life status changes on changes in consumer preferences
Authors: Anil Mathur, George P. Moschis, Euehun Lee
Journal: JOURNAL OF THE ACADEMY OF MARKETING SCIENCE
Marketers and consumer researchers have maintained a long-standing interest in understanding continuities and changes in consumer preferences. The present research attempts to provide explanations for stability and changes in consumption patterns by presenting a theoretical framework according to which the results of previous studies may be recast and further research advanced. The authors develop hypotheses and test them with retrospective and longitudinal data, using alternate measures of key variables. The authors suggest implications of the study findings for marketers and theory development, and they provide directions for future research.
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