Observations: role-relaxed consumers: a trend of the nineties

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Author: Lynn R. Kahle
Date: March-April 1995
From: Journal of Advertising Research(Vol. 35, Issue 2)
Publisher: World Advertising Research Center Ltd.
Document Type: Article
Length: 3,263 words

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Abstract :

Role-relaxed consumers are individuals who are aware of social expectations but decide how to act and what to buy based on other standards. They prefer to listen to their inner voice in deciding what is desirable, what is right and what is appropriate, instead of following interpersonal influences. This means that their purchase decisions are not based on a desire to adhere to fashion or attain social status through their purchase. Ironically, these trendiness-avoiding consumers end up starting a trend which others follow. Experts have observed that the number of role-relaxed consumers have been increasing in recent years. The emergence of the baby boomers and the recession have both contributed to this rise in role-relaxed consumers. It would therefore be plausible that products catering to this segment will be seen in the market in the near future.

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Gale Document Number: GALE|A17042824