PT  - JOURNAL ARTICLE
AU  - Naveen Donthu
AU  - David I. Gilliland
TI  - The Single Consumer
AID  - 10.2501/JAR.42.6.77
DP  - 2002 Nov 01
TA  - Journal of Advertising Research
PG  - 77--84
VI  - 42
IP  - 6
4099  - http://www.journalofadvertisingresearch.com/content/42/6/77.short
4100  - http://www.journalofadvertisingresearch.com/content/42/6/77.full
SO  - J Advert Res2002 Nov 01; 42
AB  - This paper profiles the single consumer and investigates how single consumers differ from their married counterparts on a series of marketing-specific psychographic variables. Several propositions based on singles' endeavors to seek active lifestyles and to compensate for feelings of loneliness are proposed and tested. Differences between those who are single by choice and those who are single by circumstance are also investigated. Finally, advertising and marketing implications regarding singles are discussed.