TY - JOUR T1 - The Single Consumer JF - Journal of Advertising Research JO - J Advert Res SP - 77 LP - 84 DO - 10.2501/JAR.42.6.77 VL - 42 IS - 6 AU - Naveen Donthu AU - David I. Gilliland Y1 - 2002/11/01 UR - http://www.journalofadvertisingresearch.com/content/42/6/77.abstract N2 - 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. ER -