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Effects of life status changes on changes in consumer preferences

This article examines the effect of life status changes on consumer preferences. It seeks explanations for continuities and changes in consumer preferences and examines the role of cultural and subcultural influences. Data used in the present study come from a large-scale survey that used face-to-face interviews with a total of 645 respondents from three different ethnic backgrounds in Peninsular Malaysia. The findings show some consistencies with those of past research. They also suggest subcultural differences in consumer responses due to life-changing events. The study suggests the value of adopting the life course paradigm as a blueprint for further research across countries.