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Jönköping University

1. Sihvo, Cecilia. Consumption in life transition : How do unemployed consumers behave in the marketplace?.

Degree: Management), 2010, Jönköping University

Background: We live in a world where not everyone is employed; numerous people havelost their jobs due to several factors where one of them is the economic crisis. This has hada huge impact on Sweden and the unemployment rate. Previous research has shown thatinflation, unemployment, and high interest rates represent risks to consumer welfare. We all consume daily, or on occasions, but how do unemployed consumers consume, what do they consume and why? In this area, the authors have found a knowledge gap in literature; therefore exploring this phenomenon is of interest.   Purpose: The purpose of this study is to explore and illustrate how consumers who have experienced a life transition, from employment to unemployment, are affected by this and how it has an impact on their consumption.   Method: This is an exploratory study performed with a qualitative and an abductive approach, where the authors used primary data collection through semi-structured in-depth interviews in Swedish with 16 unemployed consumers. These unemployed consumers were selected at Arbetsförmedlingen, the public employment service, in Jönköping.   Results: By living in unemployment the consumers have been affected psychologically, physically, financially and socially. Their identity has changed for each of them since they have to adapt to the new circumstances in their life. The new life situation has had an impact on the consumer’s well-being where depression, anxiety, and a feeling of being the underdog in the society is present. Their new life situation has implied a change in their consumption behavior since they nowadays have to prioritize the basic needs. Many of the respondents used explicit and implicit shopping-list in order to reduce their impulse buying. The contribution that the authors have done to the theory of resistance is a fourth category called ‘Everyday life resistance’ which explains the behavior of people who live in unemployment, i.e. they always have to think about resisting temptations, wants, desires, and avoiding situations where the result may be unnecessary consumption. The consumers in this study are highly involved in their consumption behavior, which the authors have chosen to call ‘reversed habitual decision making’. This kind of involvement is very high despite the high- or low risk category of the product. Their new life situation has made them more aware of product alternatives, market supply, prices, and also knowledge about their own resistance in the marketplace.

Bakgrund: Vi lever i en värld där inte alla har en anställning, en omfattande andel av befolkningen har förlorat sitt jobb på grund av flera faktorer, där en av dem är den ekonomiska krisen. Detta har haft en stor påverkan på Sverige och dess arbetslöshet. Föregående studier har visat att inflation, arbetslöshet och hög räntesats representerar risk för konsumentens välbefinnande. Vi alla konsumerar dagligen eller vid…

Subjects/Keywords: life transition; consumer identity; consumption; social class; the self- concept; the extended self; resistance; consumer resistance; escaping the market; desires; consumer desire; purchase decision; consumer decision; experience; impulse buying; consumer; involvement; methods; preparations; temptations; collecting information; priorities; everyday life resistance; reversed habitual decision making; the process of consumption in life transition.; livsförändring; konsument identitet; konsumtion; samhällsklass; självuppfattning; utökat ego; motstånd; konsument motstånd; fly från marknaden; begär; konsument begär; köpbeslut; konsument beslut; upplevelse; spontanköp; konsument; involvering; metoder; förberedelser; frestelser; samla information; prioriteringar; vardags motstånd; omvänt rutin besluts genomförande; konsument processen under en livsförändring.; Business Administration; Företagsekonomi

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

Sihvo, C. (2010). Consumption in life transition : How do unemployed consumers behave in the marketplace?. (Thesis). Jönköping University. Retrieved from http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-12664

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16th Edition):

Sihvo, Cecilia. “Consumption in life transition : How do unemployed consumers behave in the marketplace?.” 2010. Thesis, Jönköping University. Accessed July 16, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-12664.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7th Edition):

Sihvo, Cecilia. “Consumption in life transition : How do unemployed consumers behave in the marketplace?.” 2010. Web. 16 Jul 2019.

Vancouver:

Sihvo C. Consumption in life transition : How do unemployed consumers behave in the marketplace?. [Internet] [Thesis]. Jönköping University; 2010. [cited 2019 Jul 16]. Available from: http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-12664.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Sihvo C. Consumption in life transition : How do unemployed consumers behave in the marketplace?. [Thesis]. Jönköping University; 2010. Available from: http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-12664

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

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