What do we know about consumer motives, goals, and desires?
Why do we choose to buy and consume certain products and services from the many available in the marketplace?
Following the pioneering and successful volume, "The Why of Consumption" (2000), the same editors have brought together an all-new cast of leading scholars to address modern-day issues in consumer motivation. Representing diverse viewpoints and drawing on relevant theories and frameworks grounded in fields such as cognitive, clinical, and social psychology, behavioral decision theory, sociology, semiotics, cultural anthropology, and culture studies the chapters in this volume address a variety of topics.
* The interplay between the heart and the mind in what consumers desire
* Hedonic, utilitarian, and variety-seeking motives
* Implications of a promotion versus prevention focus in consumer decision-making
* Motives for engaging in socially undesirable consumer behaviors
* How individual consumers, communities and cultures come to value brands, fashion goods, and objects of art
* Inter-generational as well as information age influences on the motives underlying consumers' identities, both present and future
This provocative and important book provides insights for students, scholars and practitioners who seek to understand the vital relationship between motivation and consumption.
'This book truly challenges us to think outside the box. The editors have assembled an impressive and diverse group of well respected scholars and some of the brightest young minds in the field. These authors push our thinking toward new frontiers in existing areas of consumer research (e.g., motivation, emotion vs. cognition, and decision making) as well as new topics (e.g., consumer hope, community and culture, intergenerational influences). This book will help set the research agenda for the next generation.' - Wayne D. Hoyer, The James L. Bayless/William S. Farish Chair for Free Enterprise, University of Texas at Austin
'This volume presents a rich variety of distinct approaches to understanding consumer motivations in an affluent society. These diverse approaches range from more atomistic views of consumers exercising approach or avoidance tendencies, pursuing goals, maximizing utility, responding to advertising, or making decisions, to more molar views of consumers participating in cultural systems, enacting rituals, engaging symbolic worlds, forming communities, or questing for identities. Rather than seeing these chapters as pieces of a coherent whole, the volume may be best read as a series of arguments on behalf of alternative paradigms. It is here that the book gains its power as a provocative contest of approaches by insightful authors steeped in different cultural mythologies and social worlds.' - Russell W. Belk, N. Eldon Tanner Professor, University of Utah