RT Journal Article
SR Electronic
T1 The Single Consumer
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 77
OP 84
DO 10.2501/JAR.42.6.77
VO 42
IS 6
A1 Donthu, Naveen
A1 Gilliland, David I.
YR 2002
UL http://www.journalofadvertisingresearch.com/content/42/6/77.abstract
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.