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

多年来，对转变为人父母的消费者的研究有所增加，出现了不同的理论，但很少有人尝试使用交易数据来观察、理解和识别消费在转变期间的影响。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的旅程，了解这些过渡期的更广泛的社会影响是很重要的。这项研究旨在探索新人口统计学方法如何有助于理解社会问题和过渡到为人父母的人的幸福结果。这项研究将通过利用忠诚卡数据的混合方法，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，从而实现这一点。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，并鼓励将交易数据用于消费者社会学研究的限制，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.