Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
1029475 | Journal of Retailing and Consumer Services | 2009 | 9 Pages |
Abstract
Single-parent families are becoming a larger part of American society. But what is known about their decision-making processes? Role strain is of particular interest when studying single parents because of their need to serve multiple family roles otherwise carried out by dual-parent families. In this study, the consumer decision process for single parents is empirically examined in the context of grocery shopping. Role strain was found to have a significant effect on problem recognition style and reactive shopping behaviors. Advertising positively influenced proactive shopping behaviors and had a negative relationship with reactive shopping behaviors. Implications for food retailers are provided.
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Authors
Palaniappan Thiagarajan, Nicole Ponder, Jason E. Lueg, Sheri Lokken Worthy, Ronald D. Taylor,