Abstract
Lifestyle has been recognized as an important basis of market segmentation. This article argues that people undergoing life transitions will share unique patterns of consumer behavior as well as common responses to marketing appeals. Three underlying psychoso-cial dimensions-stress, identity negotiation and social learning-are common to a variety of life transitions. These dimensions can be associated with consumer needs and behaviors. While some firms are designed to meet the needs of specific life transitioners (bridal shops, funeral homes), others (banks, fitness clubs) deal with people who may not identify themselves as transitioners. An understanding of this segment can help marketers design programs and promotions.