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

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

Journal of Retailing and Consumer Services, 2009, vol. 16, issue 3, 207-215

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.

Keywords: Consumer decision process; Grocery shopping; Single parents; Structural equation modeling (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:16:y:2009:i:3:p:207-215

DOI: 10.1016/j.jretconser.2008.11.016

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