Summary, Opportunities, Challenges, and Recommendations

  • George P. Moschis


Researchers have long recognized the need to study consumers over the course of their lives and to identify the factors responsible for changes in consumer behaviors over time, but they have had inadequate theories and methods for accomplishing such objectives. This book has argued for the employment of the life course paradigm as a research framework to help study and understand consumers over their life span. The present chapter summarizes previous efforts to study consumers over the course of their lives and the main issues related to these efforts. Next, it highlights the merits of using the life course paradigm as a research framework and how its employment could help overcome shortcomings inherent in previous efforts. Furthermore, the chapter illuminates the life course paradigm’s potential contributions to the field of consumer behavior and points out challenges for researchers who employ the life course approach. Lastly, it offers recommendations to researchers who wish to study consumers over certain periods of their lives.


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Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  • George P. Moschis
    • 1
  1. 1.Department of MarketingGeorgia State UniversityAtlantaUSA

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