The single consumer

Gilliland, David I. and Donthu, Naveen (2002). The single consumer. Journal of Advertising Research, 42 (6), pp. 77-84.


This paper profiles the single consumer and investigates how single consumers differ from their married counterparts on a series of marketing-specific psychographic variables. Several propositions based on singles' endeavors to seek active lifestyles and to compensate for feelings of loneliness are proposed and tested. Differences between those who are single by choice and those who are single by circumstance are also investigated. Finally, advertising and marketing implications regarding singles are discussed.

Divisions: Aston Business School > Marketing & strategy
Aston Business School > Marketing & strategy research group
Uncontrolled Keywords: single consumer,married,marketing-specific,psychographic variables,active lifestyles,feelings of loneliness,single,advertising,marketing
Published Date: 2002
Authors: Gilliland, David I.
Donthu, Naveen


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