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

多年来，关于转变为父母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人们转变为父母的福祉结果。本研究将利用会员卡数据，采用混合方法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。因此，这项博士研究将通过引入观察和解释身份转变的新方法，并鼓励在消费者社会研究中使用交易数据，从而为消费者研究做出贡献。

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.