Understanding consumption during the transition into parenthood using neo-demographic approaches

使用新人口统计学方法了解为人父母过渡期间的消费

• 批准号: 2747921
• 金额: --
• 依托单位: University of Nottingham
• 依托单位国家: 英国
• 项目类别: Studentship
• 财政年份: 2022
• 资助国家: 英国
• 起止时间: 2022 至 无数据
• 项目状态: 未结题
• 来源: https://gtr.ukri.org/projects?ref=studentship-2747921
• 关键词: Understanding; consumption; during; transition; into

Consumer studies looking into the transition into parenthood have increased over the years, taking on different theories, yet few have attempted to use transactional data to observe, understand and identify the impact of consumption during the transition. As marketing product recommendation tools have started using life-stage detection techniques to personalise consumer journeys, it's important to understand the wider social impact of these transitioning periods. This study aims to explore how neo-demographic approaches can aid in understanding societal social issues and wellbeing outcomes for people transitioning into parenthood. This study will do this by analysing the wider impact of this transition on shopping behaviour, consumer vulnerability, and wellbeing using a mixed-method approach that utilises loyalty card data. This PhD study will therefore contribute to consumer studies by introducing new methods to observe and interpret identity transitions and encourage the use of transactional data for consumer social studies researching liminality.

近年来，研究向父母身份过渡的消费者研究有所增加，采用了不同的理论，但很少有人试图使用交易数据来观察，理解和确定过渡期间消费的影响。随着营销产品推荐工具开始使用生命阶段检测技术来个性化消费者旅程，了解这些过渡时期的更广泛的社会影响非常重要。本研究旨在探讨新人口统计学方法如何帮助理解社会问题和过渡到为人父母的人的福祉结果。这项研究将通过分析这种转变对购物行为，消费者脆弱性和幸福感的更广泛影响来实现这一目标，使用混合方法，利用忠诚卡数据。因此，这项博士研究将通过引入新的方法来观察和解释身份转变，并鼓励使用交易数据进行消费者社会研究，从而促进消费者研究。