Embracing a “Fresh Start”: How Consumers Engage to Change Their Lives

Little research has explored how consumers engage in “life” changes. This paper introduces the construct, "fresh start." We define, develop, and validate a measure of fresh start. Follow-up studies suggest that fresh starts may have important effects on post-task performance and well-being in terms of savings, health and consumption choices.


Ainslie Schultz, Linda Price, and Robin Coulter (2014) ,"Embracing a “Fresh Start”: How Consumers Engage to Change Their Lives", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 177-183.


Ainslie Schultz, University of Arizona, USA
Linda Price, University of Arizona
Robin Coulter, University of Connecticut


NA - Advances in Consumer Research Volume 42 | 2014

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