Stress,coping and consumer preferences: a two‐way transitional event history analysis

More than 20 years ago, Andreasen suggested the importance of studying life status changes for understanding a consumer’s likelihood of changing his or her preferences, attitudes and behaviours. The present study attempts to further advance this approach by providing a conceptual framework within which future research can be conducted. It also suggests the utilization of newly developed statistical techniques congenial to studying changes in behaviours and preferences over time. Cross‐sectional and longitudinal data are used to fill gaps in previous research and demonstrate the value of this approach. While Andreasen’s data revealed a significant negative relationship between stress due to life status changes and brand preference changes when subjected to conventional analysis, the two‐way transitional event history analysis of our data yielded a significant positive relationship between the two variables. The results suggest that when a consumer experiences high levels of stress, he or she is likely to engage in subsequent consumption‐coping behaviours which include changes in brand preferences.