A multi-method investigation of consumer response to marketing activities during life transitions

Abstract

Purpose – This research aims to investigate how individuals' perceptions and reallocation of resources due to a life transition uniquely affect their responses to marketing activities. Design/methodology/approach – A multi-method approach is undertaken, with Study 1 being qualitative in nature and Study 2 consisting of a quantitative experimental design. Study 1 consists of in-depth interviews with both newlyweds and empty nesters. Study 2 incorporates a survey design with 412 respondents; data is analyzed via structural equation modeling, multivariate analysis of variance (MANOVA) and post hoc multiple comparison tests. Findings – Findings reveal that consumer appraisal of a transition event is a key predictor of response to marketing activities, and that consumers have an inverted-U shape response to advertising across three transition stages (anticipatory, liminal, re-established). Practical implications – Because appraisal is not generally captured by market research, companies may be able to estimate appraisal by combining resource availability information with existing demographic data. Because resources are found to be a significant predictor of appraisal, by anticipating resource levels, a firm may be able to estimate appraisal and thus be able to forecast advertising responsiveness. Originality/value – Researchers have not investigated how changes in the availability of time and other resources during life events affect consumers' appraisal of products, adaptation to new roles, or response to marketing efforts. As such, examining the influence of resources and transition stage on attitudes toward marketing activities during life transitions makes a meaningful contribution to the literature.