BABY BOOM SINGLES: THE SOCIAL SEEKERS
Abstract
This article examines single baby boom consumers on demographic and psychographic dimensions tested in a survey of 267 respondents. We found differences between singles and marrieds in social self‐image, age identification, nature and frequency of leisure activities, and shopping habits. Singles are characterized as “Social Seekers” because they socialize more and show more concern with their social image than marrieds. Marketing implications exist for a variety of products related to gender and marital status.
Citation
Stern, B.B., Gould, S.J. and Barak, B. (1987), "BABY BOOM SINGLES: THE SOCIAL SEEKERS", Journal of Consumer Marketing, Vol. 4 No. 4, pp. 5-17. https://doi.org/10.1108/eb008207
Publisher
:MCB UP Ltd
Copyright © 1987, MCB UP Limited