Life role transition, defined as the psychological or physical shift from one life role to another, involves disengagement from previous roles and commitment to new ones. Such transitions may substantially influence consumers' attitudes and behaviors toward new products. Drawing on role theory, this research conducted four formal studies to investigate the impact of life role transition on new product consumption, focusing on both the underlying psychological mechanisms and the boundary conditions of this effect. The findings reveal several key points:
(1)First, life role transition reduces individuals' propensity to adopt new products.
(2)Second, risk aversion serves as a mediating mechanism—life role transitions increase individuals' risk aversion, which in turn lowers their inclination to consume new products.
(3)Third, social support moderates this mediation: high levels of social support buffer the risk aversion caused by life role transitions, preventing it from reducing new product consumption, whereas low levels of support amplify risk aversion and further decrease consumption propensity.
(4)Fourth, a fresh start mindset moderates the direct effect of life role transition on new product consumption: individuals who embrace a fresh start mindset are less affected, while those who suppress it show a stronger decline in adoption of new products.
Overall, this study enriches the literature on consumer behavior by clarifying how life role transitions shape new product consumption through both internal psychological mechanisms and external social and personal factors, offering practical implications for marketers in designing strategies to promote new products.