A theoretical model linking measures of objectively defined changes in consumer life status to changes in brand preferences and overall satisfaction with product and service purchases is proposed and empirically tested. Bivariate and multiple equation analyses of cross-sectional data in one metropolitan area indicate strong support for the model. The results imply that households undergoing status change are more likely to be (1) undergoing spontaneous changes in brand preferences and (2) open to intervention by change agents in the future.