BABY BOOM SINGLES: THE SOCIAL SEEKERS

Abstract

This article examines single baby boom consumers on demographic and psychographic dimensions tested in a survey of 267 respondents. We found differences between singles and marrieds in social self‐image, age identification, nature and frequency of leisure activities, and shopping habits. Singles are characterized as “Social Seekers” because they socialize more and show more concern with their social image than marrieds. Marketing implications exist for a variety of products related to gender and marital status.

Citation

Stern, B.B., Gould, S.J. and Barak, B. (1987), "BABY BOOM SINGLES: THE SOCIAL SEEKERS", Journal of Consumer Marketing, Vol. 4 No. 4, pp. 5-17. https://doi.org/10.1108/eb008207