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

Huffman, Cynthia; Mick, David Glen; Ratneshwar, S.

Hardcover

ISBN 10: 0415220955 ISBN 13: 9780415220958

Publisher: Routledge, 2000

Synopsis

This book brings together an international collection of authors from a variety of disciplines who offer new and critical perspectives, summarize key findings and provide important theoretical frameworks to guide the reader through the ‘why?’ of consumption. The book answers questions such as:

• What is the nature of motives, goals, and desires that prompt consumption behaviours?
• Why do consumers buy and consume particular products, brands and services from the multitude of alternatives afforded by their environments?
• How do consumers think and feel about their cravings?

Unique in focus and with multifaceted approach which anyone interested in consumption and consumer research will find fascinating, this topical book provides an excellent overview of current research, and imparts key insights to illuminate the subject for both academics and practitioners alike.

About this title

About the Author

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.

From the Back Cover

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.

Edition details

• Publisher: Routledge
• Publication date: 2000
• Language: English
• ISBN 10: 0415220955
• ISBN 13: 9780415220958
• Binding: Hardcover
• Edition number: 1
• Number of pages: 356