Researchers have identified different consumer types such as coupon prone, materialistic, value-conscious, voluntarily simple, inner-directed and role-relaxed. Notably, a complete discussion of these types is beyond the scope of our...
moreResearchers have identified different consumer types such as coupon prone, materialistic, value-conscious, voluntarily simple, inner-directed and role-relaxed. Notably, a complete discussion of these types is beyond the scope of our paper. Our study focuses on role-relaxed consumers. According to Kahle (1995) and Kahle and Shoham (1995), role-relaxed consumers have become an important segment of the American society (approximately 20%); thus, they have had an impact on marketing decisions such as product design and advertising.
The term role-relaxed was first use in the consumer behavior context by Chris Riley, director of planning for Wieden & Kennedy Advertising (Kahle 1995). The concept of role-relaxation is closely related to the concept of susceptibility to interpersonal influence. Role-relaxed consumers tend to emphasize functional, rather than social attributes. In general many role-relaxed consumers are affluent and self-confident (Kahle 1995).
The role-relaxed concept is relatively new in consumer behavior research, first introduced by Kahle (1995). Kahle and Shoham (1995) provided an empirical test of the role-relaxed concept and its relationship to values and consumption of American consumers. Our study used the social values from the LOV and demographics to identify antecedents to role-relaxed behavior of Israeli consumers.
Our study contributes in two ways to the existing research. First, we assess the cross-cultural validity of the role-relaxed scale. Second, antecedents of role-relaxed behavior are explored.
