1. Briefly discuss two role transitions in your customer lifecycle and reflect on the resulting effect on your behavior (see 'Life Events' in Mathur et al. [2003] Appendix for possible examples). How did you preferences change? What new behavior did you pick up, and what did you leave behind?
Anil Mathur, George P. Moschis and Euehun Lee APPENDIX: ITEMS USED IN SCALE CONSTRUCTION Life events Consumption-related lifestyles Moved to a different place* Went on a vacation abroad for the first time or after not going for a long time Marriage* Birth or adoption of a child* Took on a new hobby or recreational activity Change in attendance of religious activities Divorce or separation* Last child moved out of household* Change in attendance of cultural events Death of spouse Change in the amount or type of television viewing Death of a parent or close family member* Increased consumption of alcoholic beverages Birth of first grandchild* Used more antidepressants or tranquilisers than usual Change in social relations Major conflict with family member Retirement (at own will)* Started diet/weight control or exercise programme Lost job/business or forced to retire* Bought more gifts than usual Started work for the first time or after not Ate out a lot more times than usual Home remodelling or refurnishing working for a long time" Reduction in hours of employment or giving Received professional counselling for the first time or up employment (at own will)" after not receiving for a long time Significant success at work or personal life Received professional legal or financial advice for the Change jobs, same or different type* first time or after not receiving for a long time Made more changes than usual in key investments (CDS, mutual funds, stocks and bonds) Major improvement in financial status Financial status a lot worse than usual" Gave more money or time than usual to charities Change in amount or type of insurance coverage Family member's health a lot worse More responsibility for aged relative* Gained a lot of weight Chronic illness or condition diagnosed Serious injury, illness or major surgery Community crisis or disaster (hurricane, crime, fire, flood, earthquake, etc) Death or loss of a pet (dog or cat) Stopped smoking Asterisk (*) indicates item used in anticipated events scale. Changes in brand preferences include responses to the following: coffee, bread, cereal, deodorant, shampoo, cigarettes, toothpaste, cookies, automobiles, frozen dinners, potato chips, cologne or beer or spirits. perfume, soft drink, cold/allergy remedies, telephone (any type), blue jeans or casual slacks and wine, REFERENCES Deighton, J., Henderson, C. M. and Neslin
