Role transitions in older adults: A marketing opportunity

Abstract

Consumers act out roles throughout their lives. Marketers assist in this role playing by providing the wardrobes, props, and sets in the form of products and services. They also help people understand acceptable role behavior by portraying roles in their communication programs. Consumers assume new roles as they age. This article is designed to enhance understanding of the often‐ignored roles that accompany aging and provides examples of and suggestions for effective marketing for these role transitions.

Consumer stress‐handling strategies: theory and research findings

“…Mergenhagen (1995) presents several examples of first-time decisions made during transitional points, while Andreasen (1984) provides empirical evidence in support of the influence of life status changes on consumer behavior changes, even after the mediating impact of stress and lifestyle changes are partialled out. Schewe and Balazs (1992) discuss how transitions into several roles in later life (e.g., retiree, grandparent) may result in changes in consumer behavior due to the enactment of such roles, while interpretive research suggests changes in possessions and their disposition during role transitions (Gentry et al, 1995).…”

Life events and brand preference changes

“…The selection of the events was guided by previous psychological and consumer studies (eg Andreasen, 1984;Chiriboga, 1989;Cohen, 1988;Schewe and Balazs, 1992;Tausig, 1982). The number of life events experienced in the previous six months was used to construct the 0-25 point index of life events experienced.…”

“…Schewe and Balazs (1992) Most life-events studies have measured accumulated life stress through the use of self-report questionnaires containing a list of specific events. The overall life change score (weighted or unweighted, desirable or undesirable) is used as a measure of stress (often known as 'acute stress'), which is inferred from one's experience of specific life events (Cohen, 1988).…”

Exploring the relationships among liminal transitions, symbolic consumption, and the extended self

“…Consumers' consumption patterns may also change during these periods, in some cases permanently, making an understanding of these phenomena important for marketers (Andreasen, 1984;Schewe & Balazs, 1992). Belk's (1988) notion of the extended self provides valuable insights into how consumers use possessions to cope with and expedite the passage through liminal periods.…”