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A Study of Life Events, Stress and Coping Strategies among Older Adults
in Malaysia: Implications for Marketers
Fon Sim Onga* and Md. Nor Othmana
a
Faculty of Business and Accountancy, Department of Marketing and Information System, University of Malaya, Malaysia.
Accepted in November 2006
Available online
Abstract
Although the positive relationship between life events and stress has been well researched in the behavioral and social sciences,
the relationship between life events and consumer behavior has scarcely been examined especially in developing economies such as
Malaysia. This paper is an attempt to examine the impact of life events on older adults from the perspective of consumer behavior. It
is based on the theoretical underpinnings that occurrence of life events brings about stress which in turn motivates people to seek
changes in behavior as consumers. The positive relationship posits that the larger the number of life events experienced, the greater
the level of stress experienced and hence the more the changes in consumer behavior. Methodology adopted for the study is the
door-to-door survey method using non-probability quota sampling. Findings support that life events are positively related to changes
in brand preference and consumption-related lifestyles changes in consumer-related lifestyles bring about changes in brand preference. Brand preference changes could also be observed for a limited number of life events examined.
Keywords: Older adults; Life events; Stress; Consumption-related coping strategies; Brand preference changes; Consumer behavior
attitudes, behavior, or lifestyles. These consumptionrelated changes adopted as coping strategies have implications for marketers.
1. Introduction
Marketers have largely concentrated their marketing actions on the younger segments of the population while continuing to treat older adults in ways
similar to the former. They are regarded as a segment of
the larger market. In addition, older adults were viewed
as similar when in reality they are found to be more
heterogeneous in terms of their need patterns (Allyson,
1997; Fry, 1997; Moschis, 1996). Differing needs are
seen as consequences of changes due to the ticking of
the biological clock (MacNeil and Teague, 1987;
Schewe, 1988) and secondly through the experience of
major life events that could serve as markers of life
transitions (Lee, Moschis, and Mathur, 2001; Mathur,
Moschis, and Lee, 2003). The first perspective explains
that biological ageing is likely to alter consumer needs
and the ability to function in the marketplace, giving
rise to opportunities for developing or modifying
products and the retail environment to better suit the
needs and ability of older adults. The second perspective posits that experiencing life events often result in
changes in ones outlook in life that in turn brings about
changes with respect to ones wants, goals, roles, consumption of goods and services (Lee, et al., 2001;
Mathur et al., 2001, 2003). In response to life events,
individuals tend to cope with, or solve problems derived
from the consequences of such events by changing their
Email: ongfs@um.edu.my
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Fon Sim Ong and Md. Nor Othman/Asia Pacific Management Review (2007) 12(1), 63-71
prolific enterprises in the behavioral and social sciences (Cohen, 1988). Stress is a condition that challenges or threatens personal well-being (Thoits, 1995).
Life events that bring about changes and transitions are
viewed as stressors which create a generalized demand
for readjustment by the individual (Lee, et al., 2001;
Mathur et al., 2001, 2003). Besides acute stress which
may be short-term, chronic stress, a long-term condition
that challenges or threatens personal well-being may
occur (Lazarus and Folkman, 1984; Lazarus and
Delongis, 1983).
3. Hypotheses
Figure 1 shows the direct and indirect effects of life
events on consumer behavior. Based on this framework,
it is hypothesized that the occurrence of life events
produces direct effect as seen in brand preference
changes and indirect effect on consumer behavior
through changes in consumption-related lifestyles and
stress.
3.1 Direct Effect of Life Events
Past research in consumer behavior supported the
notion that life events bring about changes in consumption and lifestyles (Andreasen, 1984; Lee, et al.,
2001; Mathur et al., 2001, 2003). Considering the
household as a consumption unit, many purchase decisions are joint decisions in which the spouse or other
family members play a part. Life events such as marriage and last child moves out of household, which are
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Fon Sim Ong and Md. Nor Othman/Asia Pacific Management Review (2007) 12(1), 63-71
Consumption-related
lifestyles changes
H2(a)
H3(b)
Brand preference
changes
Life events
H2(b)
H3(a)
Chronic stress
H1
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Fon Sim Ong and Md. Nor Othman/Asia Pacific Management Review (2007) 12(1), 63-71
4.1.2 Stress
Two measures of stress were used in this study:
chronic stress and event-experienced stress. Chronic
stress was measured using a one-item scale adopted
from Norris and Murrell (1984). Chronic stress refers to
persistent or recurrent demands, which require readjustment over prolonged period of time (e.g. disability
injury, chronic illness) (Thoits, 1995). Chronic stress
was measured by using a seven-point scale adopted
from Lee and Delongis (1983) with 1 = extremely
more stressful than usual to 7 = not at all stressful. In
order to validate this measure, a global depression
Fon Sim Ong and Md. Nor Othman/Asia Pacific Management Review (2007) 12(1), 63-71
5. Results
The research instrument is a questionnaire consisting of several closed ended questions. Among the
questions asked are those related to life events, stress,
brand and consumption-related lifestyles and demographic. Question 1 measures life events and
event-experienced stress, the subjective assessment of
the stressfulness of event occurrence. Respondents are
required to fill in the boxes the year in which the event
took place and to indicate the stressfulness of the event
on a three-point scale. This format of response is an
improvement over past studies as it is able to measure
the year in which the event took place unlike past
studies that required respondents to recall the occurrence of life events within a specific time frame such as
in the past 12 months or more than 12 months ago.
Question 2 measures chronic stress and global depression. Subsequent questions measured brand preferences,
changes in consumption-related lifestyles and demographic characteristics. Brand preference changes are
measured with reference to a list of commonly consumed products while consumption-related lifestyle
changes include a list of 21 coping strategies that people
might do in dealing with the occurrence of life events.
The coping strategies include praying, watching television, exercising, buying gifts, buying insurance, shopping, gardening, and so on. Demographic variables
measured are the common socio-economic status questions such as age, race, income, gender, education,
marital status, and employment status.
Data collection yielded 645 sets of usable response, with 478 respondents reporting at least one life
event in the past three year. This paper included only
events that took place in the past three years. Since data
collection was conducted in the early months of 2002,
events that occurred in 1999, 2000, and 2001 qualified
to be included in the time frame of past three years. This
time frame was chosen to capture the events that happened in the most recent past. The remaining 167 sets
reported life events that occurred more than three years
ago were dropped from analyses.
5.1 Demographic Profile
About 44% of them were below 60 years old
while about 37% were in the sixties and the remaining
were in the age group of 70 and above. Females made
up 52.3% of the sample. The Malays made up 45% of
the sample while the Chinese formed about 29% of the
sample. The remaining 26% were Indians. About 18%
of the sample had no formal education while 37% had
only primary school education, while about 30% had
secondary school level of education. Less than 10% of
the respondents had university education or professional qualification. More than half were retired or
unemployed. A small percentage were retired but continued to work either on a full-time or part-time basis.
Monthly income for more than one third of the sample
stayed below RM1,000. About 13% had income of
RM4,000 or more. The majority of the respondents
were married. Table 1 shows the demographic profile.
The Malays being the dominant group in Malaysia comprised 50% of the sample, 30% was made up of
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Fon Sim Ong and Md. Nor Othman/Asia Pacific Management Review (2007) 12(1), 63-71
5.3 The Effect of Specific Life Events on Consumptionrelated Lifestyle and Brand Preference
A series of t-tests were conducted to test the responses in terms of consumption-related lifestyle
changes and brand preference changes of those who
experienced a particular life event and those who had
not experienced it to see if significant differences existed. Table 3 shows the findings.
5.4 Consumption-related Lifestyle Changes
Out of 13 life events that had sufficient numbers
of responses (n=30 or more), 12 events had produced a
significant difference in consumption-related lifestyle
changes for those who had experienced the event
compared to those who had not. The only event that did
not cause a significant change in consumption-related
lifestyles was moved to a different place. The findings
of this study concurred with the study of Lee, et al.
(2001). For all the 8 events that were common in both
studies, significant differences in changes in consumption-related lifestyles were found between those who
experienced the event and those who had not experienced the event regardless of the stressfulness of events.
Percentage
Variables
Race
Percentage
228 (47.7)
250 (52.3)
478 (100.0)
Malay
Chinese
Indian
Total
Religion
215 (45.0)
136 (28.5)
127 (26.6)
478 (100.0)
Sex
Male
Female
Total
Age
50 54
55 59
60 64
65 69
70 and above
Total
Employment Status
111 (23.2)
98 (20.5)
90 (18.8)
88 (18.4)
91 (19.0)
478 (100.0)
Islam
Buddhism
Hinduism
Christianity
Others
Total
Marital Status
217 (45.4)
106 (22.2)
102 (21.3)
35 (7.3)
18 (3.8)
478 (100.0)
Retired or not
employed
Retired and employed part-time
Retired and employed full-time
Employed
part-time
Employed full-time
Total
Education
262 (54.8)
Married
Married with
children
Widowed
Single or divorced
Total
64 (13.4)
No formal education
Primary school
Form 3, LCE, SRP
or equivalent
Form 5 / SPM
Form 6 / Diploma
Graduate / Professional Degree
Total
88 (18.4)
173 (36.2)
39 (8.2)
33 (6.9)
74 (15.5)
70 (14.6)
478
(100.0)
The findings of this study strongly supported the findings of past research (Lee et al., 2001; Mathur et al.,
2001).
5.5. Brand Preference Changes
Only four life events had a significant effect on
changes in brand preference: financial status a lot
worse than usual, major conflict with family member
or co-worker, major improvement in financial status,
and retirement. All these four events had resulted in
greater changes in brand preference for those who had
experienced the event compared to those who had not
experienced.
324 (67.8)
78 (16.3)
12 (2.5)
478 (100.0)
Income
79 (16.5)
68 (14.2)
31 (6.5)
39 (8.2)
478 (100.0)
Less than RM
1,000
RM 1,000
RM 1,999
RM 2,000
RM 2,999
RM 3,000
RM 3,999
RM 4,000
RM 4,999
RM 5,000
RM 5,999
RM 6,000 or
above
Total
169 (35.4)
118 (24.7)
78 (16.3)
50 (10.5)
23 (4.8)
6 (1.3)
34 (7.1)
478 (100.0)
68
Table 3. Effect of Specific Life Events on Changes in Consumption-related Lifestyles and Brand Preference
Events
1. Birth of First Grandchild (n=56)
2. Chronic illness or condition diagnosed (n=81)
3. Death of a close family member (n=147)
4. Family members health a lot worse than before
(n=139)
5. Financial status a lot worse than usual (n=95)
6. Last child moved out of household (n=93)
7. Major conflict with family member or
co-worker (n=44)
8. Major improvement in financial status (n=98)
9. Marriage of an adult child (n=158)
10. More responsibility for aged relative (n=44)
Consumption-related Lifestyles
Did Not
Sig.
Experience
8.50
5.64
p <.017
8.65
5.43
p <.006
6.79
5.62
p <.047
Experienced
Brand Preference
Did Not
Experience
8.20
7.41
7.06
7.59
7.07
7.69
Experienced
Sig.
ns
ns
ns
ns
8.47
4.96
p <.001
7.36
7.56
8.75
10.30
5.29
4.94
p <.002
p <.001
8.39
8.25
7.28
7.32
p <.037
ns
12.68
5.30
p <.001
10.14
7.24
p <.003
10.67
4.77
p <.001
9.19
7.07
7.60
5.18
p <.005
7.28
7.61
p <.001
ns
ns
10.86
5.48
p <.001
8.05
7.45
11. Moved to a different place (n=57)
6.60
5.90
ns
7.42
7.51
ns
12. Retirement (n=34)
13.26
5.42
p <.001
10.03
7.31
p <.019
13. Serious injury or major operation (n=47)
8.21
5.74
p <.063
6.30
7.63
p <.083
Note: Table entries are mean values for changes in the level of consumption-related lifestyles and brand preferences for those who experienced
the event and those who did not.
Table 4 shows the findings. Using Pearson Correlation to test the hypotheses, the relationship between
life events and changes in brand preference was positive
and significant with r = .127 (p <.005). Controlling for
the effect of stress and consumption-related lifestyle
changes, partial correlation yielded r = .117 (p <.010),
providing support for hypothesis H1. This supports the
notion that life events could bring about changes in
brand preferences as a way to cope with the demand
resulting from the occurrence of a life event. The rela
69
H1 (a)
H2 (a)
H2 (b)
H3 (a)
H3 (b)
Independent
Variable
Number of
life events
Pearson Correlation
Dependent
Correlation
Variable
Coefficient
Brand preference
.127
changes
Number of
life events
Number of
life events
Consumptionrelated lifestyles
- Chronic stress
- Eventexperienced stress
Chronic Stress
Brand preference
changes
Event experienced
stress
Consumptionrelated lifestyles
Brand preference
changes
Sig.
Partial-Correlation
Coefficient
Partial Correlation
Sig.
Variables Controlled
p <.005
.704
p <.001
.243
.114
p <.001
p <.013
.697
-
p <.001
-
Consumption-related lifestyle
changes, event-experienced
stress and chronic stress
Chronic stress and
event-experienced stress
-
-.075
ns
-.063
ns
.222
p <.001
.188
p <.001
.117
p <.010
lation was used and the results further supported hypothesis H3 (b) with r = .188 (p < .001).
6. Conclusion
This study is a pioneering effort in Malaysia that
attempts to test the effects of life events on consumer
behavior by examining the changes in consumption-related lifestyles and brand preference as coping
mechanisms in dealing with the occurrence of major
life events. The experience of life events brings about
stress and influences consumer behavior. For people
who experience life events, their level of chronic stress
is higher than those who do not experience the event
for some of the events included in this study. In addition, in dealing with the occurrence of life events,
consumption-related lifestyle changes were intensified
as coping mechanisms. Changes in brand preferences
are part of the consequences of coping with life events.
Hypotheses tested support the direct effect of life
events on brand preference changes in which Pearson
product-moment and partial correlations show significant positive relationship. The indirect effect of life
events through stress is not supported while its indirect
effect through consumption-related lifestyle changes is
supported. In other words, people tend to change brand
preferences when they change their consumption-related lifestyles, regardless of the level of stress.
Implications of this study are most obvious for
marketers. Changes in consumption-related lifestyles
and brand preference as coping mechanisms are opportunities for marketers. Knowing that people change
their consumption-related lifestyles due to life events is
useful for marketers to identify life events that are
markers of life transitions so that marketing strategies
can be developed to target at the growing number of
elderly. The next cohort of retirees would be an at-
Considering the newness of this area of research in Malaysia and perhaps developing countries,
it is suggested that the scope of this study be extended
to include younger age groups as control group.
Variables that measure resource capabilities such as
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Fon Sim Ong and Md. Nor Othman/Asia Pacific Management Review (2007) 12(1), 63-71
References
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Where are we? What next? Journal of Health and Social Be-
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