The Why of Consumption: Contemporary Perspectives on Consumer Motives, Goals and Desires (Routledge Studies in Interpretive Marketing Research) - Hardcover

Über die Autorin bzw. den Autor

S. Ratneshwar is Associate Professor of Marketing ans Ackerman Scholar at the University of Connecticut. He is also the Director of the Doctoral Program in Business Administration at the University of Connecticut.

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Why do we buy what we buy?

What is the nature of the motives, goals, and desires that prompt consumption behaviors?

This unique volume brings together contributions from leading scholars who have extended our knowledge of the "why" of consumption, in a world where consumption itself has become the defining phenomenon of human life and society. The authors draw from branches of psychology, decision theory, sociology, and cultural anthropology to present a diverse selection of new and critical perspectives on consumer motivation. Motivational factors implicated in a variety of consumption behaviors are discussed, including consumer decisions on brands and products; consumption of products, services, and time; compulsive buying; recycling behavior; and mutual influences between consumers and the mass media.

This multifaceted collection provides many penetrating insights for both expert and novice consumer researchers, from both academic and practitioner backgrounds.