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The effects of role strain on the consumer decision process for groceries in single-parent households

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  • Thiagarajan, Palaniappan
  • Ponder, Nicole
  • Lueg, Jason E.
  • Worthy, Sheri Lokken
  • Taylor, Ronald D.

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.

Suggested Citation

  • Thiagarajan, Palaniappan & Ponder, Nicole & Lueg, Jason E. & Worthy, Sheri Lokken & Taylor, Ronald D., 2009. "The effects of role strain on the consumer decision process for groceries in single-parent households," Journal of Retailing and Consumer Services, Elsevier, vol. 16(3), pages 207-215.
    • Handle: RePEc:eee:joreco:v:16:y:2009:i:3:p:207-215
    DOI: 10.1016/j.jretconser.2008.11.016
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    Cited by:

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    3. Dharminder Kumar Batra & Akhter Ali, 2015. "Parent’s Opinion of Children’s Influence in Purchase Decisions: A Comparative Analysis between Rural and Urban Delhi," Global Business Review, International Management Institute, vol. 16(6), pages 1100-1111, December.

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