| Abstract: | - Although stress research has received increased attention in the behavioral and social sciences, it has been virtually ignored by marketing and consumer researchers. This paper attempts to advance the concept of stress as a viable construct in consumer studies. A conceptual model is developed based on theory and research, and cross‐sectional and longitudinal data are used to test specific hypotheses, producing results consistent with the general stress model.
Copyright © 2006 John Wiley & Sons, Ltd. |
