Life events that change people’s consumption. An update of Holmes & Rahe's "Readjustment Rating Social Scale" (1967) and its marketing opportunities

Scientific Study , 2013 , 64 Pages , Grade: 14/20

Business economics - Offline Marketing and Online Marketing

Different statements, different reactions. What level of readjustment and personal behaviour do you think those life events bring to you just after they occurred? The answer already exists in an analysis made in 1967 by Thomas H. Holmes and Richard H. Rahe.

We are now in 2016, is it really possible to imagine only one second that people from today exactly react the same as in 1967? This paper shows the change in the ranking, the evolution of grades in 46 years and the place of new life events that now happen in 2013 and where not present in 1967.
The methodology basically follows the original one but improves the precision and diversifies the questions to provide a more precise analysis.

As the original scale was established for medicinal purposes, this one tends to link the results with some marketing theories applicable to people for whom life events show some relevant change in their life through some short interviews, made with randomly selected respondents. Dear companies, use those findings to adapt and improve your targeting and strategies.

Inhaltsverzeichnis (Table of Contents)

• Abstract
• Keywords
• Introduction
• Literature review - The basis of life Event Research
• The Readjustment Rating Social Scale.
• The critics and limitations.
• The methodology
• Other critics
• Research
• Methodology
• Findings and discussions on 2013 RRSS
• Interviews on marketing theories
• Limitations and future research
• Conclusion

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This paper aims to re-evaluate the Readjustment Rating Social Scale (RRSS) developed by Holmes and Rahe in 1967, analyzing its relevance in the context of 2013. It investigates the changes in life event rankings, the emergence of new events, and explores the implications for marketing strategies.

• The evolution of the RRSS and its relevance in 2013.
• The impact of life events on consumer behaviour and consumption patterns.
• The application of marketing theories to capitalize on life event-driven consumer behaviour.
• The role of stress and change in consumer decision-making.
• The potential for ethical and responsible marketing practices in the context of life events.

Zusammenfassung der Kapitel (Chapter Summaries)

• Introduction: This chapter introduces the concept of life events and their impact on consumer behaviour. It outlines the motivation for this research, focusing on the need to update the RRSS and explore its implications for marketing strategies.
• Literature review - The basis of life Event Research: This chapter reviews the existing literature on the RRSS, highlighting its origins, methodologies, and limitations. It also discusses the relevance of stress and change in consumer behaviour and marketing strategies.
• The Readjustment Rating Social Scale: This chapter delves into the details of the original RRSS developed by Holmes and Rahe in 1967. It describes the methodology used and the significance of the scale for medical and psychological research.

Schlüsselwörter (Keywords)

The primary focus of this paper is on the Readjustment Rating Social Scale (RRSS), life events, and their implications for marketing strategies. Key themes include: Event-Driven Marketing, Occasion-Based Marketing, Suggestive Conscious Marketing, Relationship Marketing, Marketing 3.0, Benefit Corporation, Trading-up effect.

• College: Solvay Brussels School of Economics and Management (ULB)
• Course: Master in Management Sciences
• Grade: 14/20
• Author: Benjamin Dié (Author)
• Publication Year: 2013
• Pages: 64
• Catalog Number: V321704
• ISBN (eBook): 9783668259874
• ISBN (Book): 9783668259881
• Language: English
• Tags: life, holmes, rahe, readjustment, rating, social, scale