The Single Consumer
研究了单身消费者与已婚消费者在营销心理变量上的差异，并区分了主动单身与被动单身者的不同，为针对单身群体的广告和营销策略提供参考。
<h3>ABSTRACT</h3> This paper profiles the single consumer and investigates how single consumers differ from their married counterparts on a series of marketing-specific psychographic variables. Several propositions based on singles9 endeavors to seek active lifestyles and to compensate for feelings of loneliness are proposed and tested. Differences between those who are single by choice and those who are single by circumstance are also investigated. Finally, advertising and marketing implications regarding singles are discussed.