Skip to main content
SpringerLink
Log in

Life course perspectives on consumer behavior

  • Published:
Journal of the Academy of Marketing Science Aims and scope Submit manuscript

Abstract

Although marketing researchers have recognized the importance of early life experiences in shaping patterns of consumer behavior in later life, they have inadequate theoretical and methodological bases for investigating consumption-related issues over the life course. As a result, relatively little is known about the changes consumers experience over time, how they respond to these changes, and how early life experiences affect their consumer behavior. The life course approach, developed as an interdisciplinary program for studying various aspects of behavior, offers a framework for filling gaps in previous efforts to study consumer behavior over time. The purpose of this article is to advocate the life course approach for studying various types of market behavior. First, the author presents a general conceptual life course framework that serves as a blueprint for discussing theoretical perspectives and organizing, integrating, and reporting consumer research relevant to the life course paradigm. Second, methods of data analysis compatible with life course research are discussed. Finally, select areas of interest to marketing researchers (materialism and compulsive consumption) illustrate how the life course approach might contribute to previous efforts to study these consumer behaviors in an innovative way.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Figure 1

Similar content being viewed by others

References

  • Abeles, R. P., Steel, L., & Wise, L. L. (1980). Patterns and implications of life course organization: Studies from project talent. In P. B. Baltes & O. G. Brim (Eds.), Life-span development and behavior (Vol. 3) (pp. 307–337). New York: Academic.

    Google Scholar 

  • Amato, P. R. & Sobolewski, J. M. (2001). The effects of divorce and marital discord on children’s psychological well-being. American Sociological Review, 66, 900–921.

    Article  Google Scholar 

  • Andreasen, A. R. (1984). Life status changes and changes in consumer preferences and satisfaction. Journal of Consumer Research, 11, 784–794.

    Article  Google Scholar 

  • Axim, W. G., Pierce, L. D., & Ghimire D. (1999). Innovations in life history calendar applications. Social Science Research, 28, 243–264.

    Article  Google Scholar 

  • Baltes, P. B. & Baltes M. M. (1990). Psychological perspectives on successful aging: A model of selective optimization and compensation. In P. M. Baltes & M. M. Baltes (Eds.), Successful aging (pp. 1–34). Cambridge: University Press.

    Google Scholar 

  • Baltes, P. B., Reese, H. W., & Lipsitt, L. P. (1980). Life-span developmental psychology. Annual Review of Psychology, 31, 65–110.

    Article  Google Scholar 

  • Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 15, 139–168.

    Article  Google Scholar 

  • Belli, R. F. (1998). The structure of autobiographical memory and the event history calendar: Potential improvements in the quality of retrospective reports in surveys. Memory, 6(4), 383–406.

    Google Scholar 

  • Bolger, N., Caspi, A., Downey, G., & Moorehouse, M. (1988). Persons in context: Developmental processes. Cambridge, UK: Cambridge University.

    Google Scholar 

  • Campbell, R. T., & O’Rand A. M. (1988). Settings and sequences: The heuristics of aging research. In J. Birren & L. V. Bengtson (Eds.), Emergent theories of aging (pp. 58–79). New York: Springer.

    Google Scholar 

  • Clausen, J. A. (1986). The life course: A sociological perspective. Englewood Cliffs, NJ: Prentice Hall.

    Google Scholar 

  • Conger, R. D., Ge, X., Elder, G. H., Lorenz, Fr. O., & Simons, R. L. (1994). Economic stress, coersive family process, and developmental problems of adolescents. Child Development, 65, 541–561.

    Article  Google Scholar 

  • Duhachek, A. (2005). Coping: A multidimensional hierarchical framework of responses to stressful consumption episodes. Journal of Consumer Research, 32(1), 41–53.

    Article  Google Scholar 

  • Ebaugh, H. R. F. (1983). Becoming an ex: The process of role exit. Chicago: University of Chicago Press.

    Google Scholar 

  • Elder, G. H., Jr. (1998). The life course as developmental theory. Child Development, 69(1), 1–12.

    Article  Google Scholar 

  • Elder, G. H., & Caspi, A. (1988). Human development and social change: An emerging perspective on the life course. In N. Bolger (Ed.), Persons in contexts: Developmental processes (pp. 77–113). Cambridge: Cambridge University.

    Google Scholar 

  • Elder. G. H., George, L. K., & Shanahan, M. J. (1996). Psychosocial stress over the life course. In H. B. Kaplan (Eds.), Psychosocial stress: Perspectives on structure, theory, life course, and methods (pp. 247–292). Orlando, FL: Academic.

    Google Scholar 

  • Elder. G. H., & Johnson, M. K. (2002). The life course and aging: Challenges, lessons, and new directions. In R. A. Settersen, Jr. (Eds.), Invitation to the life course: toward new understanding of later life, Part II (pp. 49–81). Amityville, NY: Baywood.

    Google Scholar 

  • Elder, G. H., Johnson, M. K., & Crosnoe, R. (2003). The emergence and development of life course. In J. T. Mortimer & M. J. Shanahan (Eds.) Handbook of the life course (pp. 3–19). New York: Plenum.

    Google Scholar 

  • Fraser, M. W., Jenson, J. M., Kiefer, D., & Popuang, C. (1994). Statistical methods for analysis of crirical life events. Social Work Research, 18(3), 163–177.

    Google Scholar 

  • Friedman, M. (1992). Confidence swindles of older consumers. Journal of Consumer Affairs, 26(1), 20–46.

    Article  Google Scholar 

  • Frytak, J. R., Harley, C. R., & Finch, M. D. (2003). Socioeconomic status and health over the life course. In J. T. Mortimer & M. J. Shanahan (Eds.), Handbook of the life course (pp. 623–643). New York: Plenum.

    Google Scholar 

  • Gaeth, G. J. & Heath T. B. (1987). Cognitive processing of misleading advertising in young and old adults: assessment and training. Journal of Consumer Research, 14, 43–54.

    Article  Google Scholar 

  • Gatignon, H., & Robertson, T. S. (1985). A propositional inventory for new diffusion research. Journal of Consumer Research, 11, 849–867.

    Article  Google Scholar 

  • Gecas, V. (2003). Self agency and the life course. In J. T. Mortimer & M. J. Shanahan (Eds.), Handbook of the life course (pp 369–388). New York: Plenum.

    Google Scholar 

  • George, L. K. (1989). Stress, social support, and depression over the life-course. In K. Markides & C. L. Cooper (Eds.), Aging, stress, and health (pp. 241–267). New York: Wiley.

    Google Scholar 

  • Giele, J. Z., & Elder, G. H., Jr. (1998). Methods of life course research: Qualitative and quantitative approaches. Thousand Oaks, CA: Sage.

    Google Scholar 

  • Gierveld, J. de J., & Dykstra, P. A. (1993). Life transitions and the network of personal relationships: Theoretical and methodological issues. Advances in Personal Relationships, 4, 195–227.

    Google Scholar 

  • Heatherton, T. F., & Baumeister, R. F. (1991). Binge eating as escape from self-awareness. Psychological Bulletin, 110(1), 86–108.

    Article  Google Scholar 

  • Heckhausen, J., & Schulz, R. (1995). A life-span theory of control. Psychological Review, 102, 284–304.

    Article  Google Scholar 

  • Henry, B., Moffitt, T. E., Caspi, A., Langley, J., & Silva, O. A. (1994). On the ‘Remembrance of things past:’ A longitudinal evaluation of the retrospective method. Psychological Assessment, 6(2), 92–1001.

    Article  Google Scholar 

  • Hill, M. S., Yeung, W-J. J., & Duncan, G. J. (2001). Childhood family structure and young adult behaviors. Journal of Population Economics, 14, 271–299.

    Article  Google Scholar 

  • Hirschman, E. C. (1992). The consciousness of addiction: Toward a general theory of compulsive consumption. Journal of Consumer Research, 19, 115–179.

    Article  Google Scholar 

  • John, D. R. (1999). Consumer socialization of children: a retrospective look at twenty-five years of research. Journal of Consumer Research, 26, 183–213.

    Article  Google Scholar 

  • Johnson, J. H. & Bradlyn, A. S. (1988). Life events and adjustments in childhood and adolescence. In L. G. Cohen (Eds.), Life events and psychological functioning (pp. 64–95). Newbury Park, CA: Sage.

    Google Scholar 

  • Kotler, P. (1992). Marketing management, 8th Ed. Englewood Cliffs, NJ: Prentice Hall.

    Google Scholar 

  • Lee, E., Moschis, G. P., & Mathur, A. (2001). A study of life events and changes in patronage preferences. Journal of Business Research, 54, 25–38.

    Article  Google Scholar 

  • Mayer, K. U., & Tuma, N. B. (1990). Life course research and event history analysis: an overview. In K. U. Mayer & N. B. Tuma (Eds.) Event history analysis in life course research (pp. 3–20). Madison, WI: University of Wisconsin Press.

    Google Scholar 

  • McAlexander, J., Schouten, J. W., & Roberts, S. D. (1993). Consumer behavior and divorce. In J. A. Costa & R. W. Belk (Eds.), Research in Consumer Behavior, Vol. 6 (pp. 153–184). Greenwich, CT: JAI.

    Google Scholar 

  • Mergenhagen, P. (1995). Targeting Transitions. Ithaca, NY: American Demographics Books.

    Google Scholar 

  • Moen, P., Dempser-McClain, D., & Williams, R. M. Jr. (1992). Successful aging: A life-course perspective on women’s multiple roles and health. American Journal of Sociology, 6, 1612–38.

    Article  Google Scholar 

  • Mortimer, J. T., & Shanahan, M. J. (Eds.) (2003). Handbook of the Life Course. New York: Plenum.

  • Mortimer, J. T., & Simmons, R. G. (1978). Adult socialization. Annual Review of Sociology, 4, 421–454.

    Article  Google Scholar 

  • Moschis, G. P. (1987). Consumer socialization: A life-cycle perspective. Boston: Lexington Books.

    Google Scholar 

  • Noble, S. M., & Schewe, C. D. (2003). Cohort segmentation: An exploratory of its validity. Journal of Business Research, 56, 979–987.

    Article  Google Scholar 

  • O’Guinn, T. C., & Faber, R. J. (1989). Compulsive buying: A phenomenological exploration. Journal of Consumer Research, 16, 147–157.

    Article  Google Scholar 

  • O’Guinn, T. C., & Shrum, L. J. (1997). The role of television in the construction of consumer reality. Journal of Consumer Research, 23, 278–294.

    Article  Google Scholar 

  • Oropesa, R. S. (1993). Female labor force participation and time-saving household technology: A case of the microwave from 1978–1989. Journal of Consumer Research, 19, 567–579.

    Article  Google Scholar 

  • Pearlin, L. I., & Skaff, M. M. (1996). Stress and the life course: A paradigmatic alliance. The Gerontologist, 36(2), 239–247.

    Google Scholar 

  • Pechman, C., Levine, L., Loughlin, S., & Leslie, F. (2005). Impulsive and self-conscious: Adolescents’ vulnerability to advertising and promotion. Journal of Public Policy and Marketing, 24(2), 202–221.

    Article  Google Scholar 

  • Perlmutter, M. (1988). Cognitive potential throughout life. In J. E. Birren & V. L. Bengtson (Eds.), Emergent theories of aging (pp. 247–68). New York: Springer.

    Google Scholar 

  • Portes, A. (1998). Social capital: Its origins and application in sociology. Annual Review of Sociology, 24, 1–24.

    Article  Google Scholar 

  • Pulkkinen, L., & Caspi, A. (2002). Personality and paths to successful development: An overview. In L. Pulkkinen & A. Caspi (Eds.), Paths to successful development: Personality in the life course (pp. 1–16). Cambridge: Cambridge University Press.

    Google Scholar 

  • Rentz, J. O., & Reynolds, F. D. (1991). Forecasting the effects of an aging population: An age-period-cohort framework. Journal of Marketing Research, 28, 355–360.

    Article  Google Scholar 

  • Rindfleisch, A., Burroughs, J. E., & Denton, F. (1997). Family structure, materialism and compulsive consumption. Journal of Consumer Research, 23, 312–325.

    Article  Google Scholar 

  • Roberts, J. A., Manolis, C., & Tanner, J. Jr. (2003). Family structure, materialism, and compulsive buying. Journal of the Academy of Marketing Science, 31(3), 300–311.

    Article  Google Scholar 

  • Rothbaum, F., Weisz, J. R., & Snyder, S. S. (1982). Changing the world and changing the self: A two-process model of perceived control. Journal of Personality and Social Psychology, 42(1), 5–37.

    Article  Google Scholar 

  • Salthouse, T. A. (1991). Theoretical perspectives on cognitive aging. Hillsdale, NJ: Erlbaum.

    Google Scholar 

  • Sherrod, L. R., & Brim, O. G. (1986). Retrospective and prospective views of life-course research on human development. In A. Sorensen, F. E. Weinert & L. R. Sherrod (Eds.), Human development and the life course: Multidisciplinary perspectives (557–580). Hilldale, NJ: Lawrence Erlbaum.

    Google Scholar 

  • Thoits, P. A. (1995). Stress, coping, and social support processes: Where are we? What next? Journal of Health and Social Behavior, 36, 53–79.

    Article  Google Scholar 

  • Uhlenberg, P., & Mueller, M. (2003). Family context and individual well-being. In J. T. Mortimer & M. J. Shanahan (Eds.), Handbook of the life course (pp. 123–148). New York: Plenum.

    Google Scholar 

  • Vaillant, G. E. (1977). Adaptation to life. Boston: Little, Brown.

    Google Scholar 

  • Waid, L. D. & Frazier, L. D. (2003). Cultural differences in possible selves during later life. Journal of Aging Studies, 17, 251–268.

    Article  Google Scholar 

  • Wheaton, B. (1990). Life transitions, role histories, and mental health. American Sociological Review, 55, 209–223.

    Article  Google Scholar 

  • Wilkes, R. E. (1995). Household life-cycle stages, transitions, and product expenditures. Journal of Consumer Research, 22, 27–42.

    Article  Google Scholar 

Download references

Ackowledgments

The author thanks Anil Mathur, Glen H. Elder, Jr., Euehun Lee, Sharon Sullivan, Elizabeth Caswell, and the Bronfenbrenner Life Course Center at Cornell University for their assistance in preparing this paper. The insightful comments of the faculty and doctoral student participants in seminars at Georgia State University, University of Sydney, and the University of Florida, and the suggestions of four JAMS reviewers are greatly appreciated.

Author information

Authors and Affiliations

  1. Marketing Department, Georgia State University, University Plaza, P.O. Box 3991, Atlanta, GA, 30303, USA

    George P. Moschis

Authors
  1. George P. Moschis
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to George P. Moschis.

Rights and permissions

Reprints and permissions

About this article

Cite this article

Moschis, G.P. Life course perspectives on consumer behavior. J. of the Acad. Mark. Sci. 35, 295–307 (2007). https://doi.org/10.1007/s11747-007-0027-3

Download citation

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s11747-007-0027-3

Keywords

Search

Navigation