The single consumer

David I. Gilliland, Naveen Donthu

Research output: Contribution to journalArticlepeer-review


This paper profiles the single consumer and investigates how single consumers differ from their married counterparts on a series of marketing-specific psychographic variables. Several propositions based on singles' endeavors to seek active lifestyles and to compensate for feelings of loneliness are proposed and tested. Differences between those who are single by choice and those who are single by circumstance are also investigated. Finally, advertising and marketing implications regarding singles are discussed.
Original languageEnglish
Pages (from-to)77-84
Number of pages8
JournalJournal of Advertising Research
Issue number6
Publication statusPublished - 2002


  • single consumer
  • married
  • marketing-specific
  • psychographic variables
  • active lifestyles
  • feelings of loneliness
  • single
  • advertising
  • marketing


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