Changing Roles of Women-A Life-Style Analysis

1 September 1980

journal article
Published by Oxford University Press (OUP) in Journal of Consumer Research

Vol. 7 (2) , 189-197
https://doi.org/10.1086/208806

Abstract

This paper explores the implications of the changing roles of women for consumer research. Three groups of women—feminists, moderates, and traditionalists—were included in the study. Differences and similarities among the groups were observed in selected life-style and demographic characteristics. The study focuses on some sociological aspects of changing roles of women, and formally incorporates them into consumer behavior measures.

Keywords

CHANGING ROLES
STYLE ANALYSIS
LIFE STYLE
ROLES OF WOMEN

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