Abstract:
The emotional and financial upheavals occasioned by separation and divorce have lasting effects in many areas including peoples' behaviour and attitudes as consumers, even after they are re-married. Some of these changes are essentially functional as women find they are forced to play a part in traditionally male dominated categories like banking, insurance and household maintenance. A second set of product and service categories is affected by the needs of people in their mid-thirties building new social lives and establishing new household and family units. However, there is also a more general and wider range effect in the way that housewives who have been through these traumas take a less tolerant view of brands and their advertising. They have experienced real emotions very sharply. They resist the trivialisation of emotion, or the association of emotion with brands or decisions that they see as increasingly trivial.
This could also be of interest:
Research Papers
Digital divorce or digital love affair
Catalogue: Congress 2008: Frontiers
Authors: Oliver Tabino, Stefanie Gutknecht, Tim Dörflinger, Kerstin Klar
Company: Deutsche Telekom
September 26, 2008
Research Papers
Increasing viewer control
Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media
Authors: Tony Jarvis, Bjarne Thelin, Tony Wearn
 
June 23, 2005
