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.
Table of Contents
- Abstract
- Introduction
- Literature review - The basis of life Event Research
- The Readjustment Rating Social Scale
- Supporting literature with life events
- 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
- References
- Appendix
- Appendix 1- Original RRSS 1967
- Appendix 2- Survey
- Appendix 3 - Online Interview
Objectives and Key Themes
The objective of this paper is to analyze the Readjustment Rating Social Scale (RRSS) developed by Holmes and Rahe in 1967, examining its relevance in 2013. It investigates whether the original ranking of life events remains accurate and if new events should be added. Furthermore, it explores the application of these findings to marketing theories and strategies.
- Evolution of the Readjustment Rating Social Scale over time.
- Relevance of the RRSS to contemporary life events and consumer behavior.
- Application of life event research to marketing and managerial strategies.
- Identification of new life events relevant in 2013.
- Examination of marketing theories applicable to life event-driven consumption.
Chapter Summaries
Introduction: This chapter introduces the research topic, highlighting the gap in existing literature regarding the application of life event research to contemporary marketing. It focuses on the limitations of outdated studies and emphasizes the need to update the understanding of consumer behavior in the context of life events in 2013. The chapter outlines the three main points of the thesis: a literature review, a critique of existing methodology, and a personal research on marketing opportunities related to life events. The introduction sets the stage for the analysis, highlighting the relevance of exploring event-driven marketing in the wake of the 2008 financial crisis and its impact on consumer behavior and company strategies.
I) Literature review – The basis of life Event Research: This chapter delves into the foundational theories of life event research, primarily focusing on the Readjustment Rating Social Scale (RRSS) developed by Holmes and Rahe in 1967. It explains the methodology used to create the scale, involving the rating of 43 life events against a baseline of marriage (500 points). The chapter highlights the original purpose of the RRSS within a medical context (stress analysis) and discusses the increasing relevance of stress in the 21st century, citing works that emphasize the link between stress, change, and uncertainty. The chapter also addresses the limited marketing applications found in existing literature, laying the groundwork for the subsequent exploration of marketing opportunities related to life events.
Keywords
Readjustment rating social scale; Life event; Event-Driven Marketing; Occasion-Based Marketing; Suggestive Conscious Marketing; Relationship Marketing; Marketing 3.0; Benefit Corporation; Trading-up effect.
Frequently Asked Questions: A Comprehensive Language Preview
What is the main topic of this document?
This document provides a comprehensive preview of a research paper analyzing the Readjustment Rating Social Scale (RRSS) developed by Holmes and Rahe in 1967. It examines the scale's relevance in 2013, investigates whether the original ranking of life events remains accurate, explores the addition of new events, and applies these findings to marketing theories and strategies.
What are the key themes explored in the research paper?
The key themes include the evolution of the RRSS over time, its relevance to contemporary life events and consumer behavior, the application of life event research to marketing and managerial strategies, the identification of new life events relevant in 2013, and the examination of marketing theories applicable to life event-driven consumption.
What is the structure of the research paper?
The paper is structured as follows: Abstract, Introduction (including a literature review and critique), Research (including methodology, findings, interviews, and limitations), Conclusion, References, and Appendices (containing the original RRSS, survey, and online interview materials).
What does the literature review cover?
The literature review focuses on the foundational theories of life event research, primarily the RRSS. It explains the scale's methodology, original purpose (stress analysis), and its increasing relevance in the 21st century. It also notes the limited marketing applications found in existing literature.
What is the research methodology employed?
The research methodology is not fully detailed in the preview, but it involves examining the RRSS in 2013, analyzing its accuracy, considering the need for updates, and exploring its application within marketing theories. It includes both quantitative analysis of the RRSS and qualitative data from interviews on marketing theories.
What are the key findings discussed in the preview?
The preview does not present specific findings, but it highlights the need to assess the relevance of the 1967 RRSS to modern life events and how these findings can be used to inform marketing strategies.
What are the limitations of the research and what future research is suggested?
The limitations are not fully detailed in the preview, but the need for future research is mentioned. This research would likely build upon the findings and address any limitations identified in the main study.
What are the keywords associated with this research?
Keywords include: Readjustment rating social scale; Life event; Event-Driven Marketing; Occasion-Based Marketing; Suggestive Conscious Marketing; Relationship Marketing; Marketing 3.0; Benefit Corporation; Trading-up effect.
What is the objective of this research paper?
The objective is to analyze the RRSS, examining its relevance in 2013, investigating whether the original ranking of life events remains accurate, considering the addition of new events, and applying these findings to marketing theories and strategies.
How does this research relate to marketing?
The research explores the application of life event research to marketing and managerial strategies. It examines how understanding life events and their impact on consumers can inform marketing campaigns and strategies, particularly in the context of event-driven consumption.
- Quote paper
- Benjamin Dié (Author), 2013, Life events that change people’s consumption. An update of Holmes & Rahe's "Readjustment Rating Social Scale" (1967) and its marketing opportunities, Munich, GRIN Verlag, https://www.grin.com/document/321704
