From Graduation to Retirement: How Life-Role Transition Cue Advertising Shape Consumer Preferences for Self-Improvement Products

Marketing communications substantially influence consumers’ perspectives and choices. Yet, the comparative efficacy of advertisements that incorporate life-role transition cues remains largely unexplored. This paper delves into the effects of life-role transition cue advertising on consumer preferences for self-improvement products by examining various life events, including graduation, marriage, parenthood, and retirement. Research from four studies indicates that life-role transition cue advertising increase consumer preferences for self-improvement products and this effect vanishes when advertising languages were abstract. We attribute this differential impact to variations in personal uncertainty. This research provides guidance for businesses in product design and marketers for target consumers.