The Lifestyle Consumer Confidence Index: Detecting the Undercurrents and Dynamics of Consumer Confidence

Michael A. Merz, University of Hawaii
Qimei Chen, University of Hawaii
Katona’s notion that consumer expenditures do not only depend on consumers’ ability but also on their willingness to buy has stimulated the development of many consumer confidence indexes. However, it has been argued that the undercurrents and dynamics of existing indexes need to be understood further. The purpose of this paper, therefore, is to (1) develop a lifestyle consumer confidence index, (2) apply this new index to demonstrate the importance to conduct cross-section analyses to understand the current composition of consumer confidence, and (3) reveal the significance to conduct longitudinal analyses to detect the dynamics of consumer confidence over time.
[ to cite ]:
Michael A. Merz and Qimei Chen (2008) ,"The Lifestyle Consumer Confidence Index: Detecting the Undercurrents and Dynamics of Consumer Confidence", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 1035-1035.