Consumer Behavior over the Life Course Research Frontiers and New Di
This book examines consumer behavior using the “life course” paradigm, a multidisciplinary framework for studying people's lives, structural contexts, and social change. It contributes to marketing research by providing new insights into the study of cons
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Consumer Behavior over the Life Course Research Frontiers and New Directions
Consumer Behavior over the Life Course
George P. Moschis
Consumer Behavior over the Life Course Research Frontiers and New Directions
George P. Moschis Department of Marketing Georgia State University Atlanta, GA, USA
ISBN 978-3-030-05007-8 ISBN 978-3-030-05008-5 (eBook) https://doi.org/10.1007/978-3-030-05008-5 Library of Congress Control Number: 2018966524 © Springer Nature Switzerland AG 2019 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors, and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. This Springer imprint is published by the registered company Springer Nature Switzerland AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
Preface and Acknowledgments
Ever since the development of marketing concept in the post–World War II years, businesses have increasingly tried to understand consumers and satisfy their needs in order to survive and prosper. The development of the field of consumer behavior during the past half a century has been the consequence of the increasing importance of understanding consumers. At early stages of development of the field of consumer behavior, researchers and practitioners attempted to gain insights into consumers’ needs by employing well-established theories of human behavior that were developed in various disciplines of behavioral and social sciences. Despite merit in any theory, the consumer researchers’ employment of theories from different disciplines underscores the notion that human behavior cannot be adequately explained by any single theoretical perspective. Furthermore, different theories are more relevant or helpful in understanding behavior at different stages in life. In view of these limitations, recent trends in social and behavioral sciences have focused on developing multi-theoretical models that can help understand behavior over the person’s e
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