From Stress to Fun - How Life Transitions Predict the Likelihood of Choosing Novel Food Brands and Changing Preferences

Martina E. Reitmeier, TUM School of Management, Technische Universitaet Muenchen
Claudia M. Haase, School of Education and Social Policy, Northwestern University
Jutta Roosen, TUM School of Management, Technische Universitaet Muenchen
Older consumers are often neglected as target group because they are considered brand loyal. Findings from an online survey of older consumers show that life transitions predict a higher likelihood to choose novel brands (using a real product-choice paradigm), especially if these transitions are considered positive.
[ to cite ]:
Martina E. Reitmeier, Claudia M. Haase, and Jutta Roosen (2014) ,"From Stress to Fun - How Life Transitions Predict the Likelihood of Choosing Novel Food Brands and Changing Preferences", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 807-807.