1st Edition

Inside Consumption
Consumer Motives, Goals, and Desires

ISBN 9780415341943
Published August 11, 2005 by Routledge
356 Pages 15 B/W Illustrations

USD $81.95

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Book Description

Following on from The Why of Consumption, this book examines motivational factors in diverse consumption behaviours. In a world where consumption has become the defining phenomenon of human life and society, it addresses the effects of critical life events on consumption motives, and the sociological and intergenerational influences on consumer motives and preferences. Its cross-disciplinary approach brings together some of the leading scholars from diverse subject areas to examine the central question about consumption: ‘why?’.

This is a unique and invaluable contribution to the area, and an essential asset for all those involved in researching, teaching or studying consumption and consumer behaviour.

Table of Contents

Section 1: Introduction

1 Inside consumption: new insights on what we buy and consume

S. Ratneshwar and David Glen Mick

Section 2: Consumer Approach and Avoidance Behaviors

2 Promotion and prevention in consumer decision making: the state of the art and theoretical propositions

Michel Tuan Pham and E. Tory Higgins

3 Why and how consumers hope: motivated reasoning and the marketplace

Gustavo E. de Mello and Deborah J. MacInnis

4 Death, where is thy sting? Mortality and consumer motivation in the writings of Zygmunt Bauman

Darach Turley

Section 3: Rules, Variety, and Flexibility in Consumer Choice

5 Making consumption decisions by following personal rules

On Amir, Orly Lobel and Dan Ariely

6 Variety for the sake of variety? Diversification motives in consumer choice

Barbara E. Kahn and Rebecca K. Ratner

7 Consuming fashion as flexibility: metaphor, cultural mood, and materiality

Susan B. Kaiser and Karyl Ketchum

Section 4: Sense and Sensibility in Consumption Decisions

8 A behavioral decision theory perspective on hedonic and utilitarian choice

Uzma Khan, Ravi Dhar and Klaus Wertenbroch

9 Interplay of the heart and the mind in decision making

Baba Shiv, Alexander Fedorikhin and Stephen M. Nowlis

10 Social marketing messages that may motivate irresponsible consumption behavior

Cornelia Pechmann and Michael D. Slater

Section 5: Consumer Identity: History and Virtuality

11 We are who we were: intergenerational influences in consumer behavior

Elizabeth S. Moore and William L. Wilkie

12 The presentation of self in the information age

John Deighton

Section 6: Community and Culture in Valuing Brands

13 Communal consumption and the brand

Albert M. Muniz, Jr. and Thomas C. O'Guinn

14 How societies desire brands: using cultural theory to explain brand symbolism

Douglas B. Holt

Section 7: Consuming Authenticity vs. Triviality

15 Transformations in consumer settings: landscapes and beyond

George Ritzer, Michael Ryan and Jeffrey Stepnisky

16 Star gazing: the mythology and commodification of Vincent van Gogh

Gary J. Bamossy

Section 8: Commentaries

17 Conscious and unconscious processing in consumer motives, goals, and desires

W. Fred Van Raaij and Gewei Ye

18 What consumers desire: goals and motives in the consumption environment

Marsha L. Richins

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S. Ratneshwar holds the Bailey K. Howard World Book Chair of Marketing and is also the Chair of the Marketing Department at the College of Business, University of Missouri (Columbia). His articles have been published widely and he currently serves on the editorial boards of the Journal of Consumer Research, Journal of the Academy of Marketing Science, and Journal of Interactive Marketing.

David Glen Mick is the Robert Hill Carter Professor of Marketing, at the McIntire School of Commerce, University of Virginia. His research has appeared in numerous journals and he currently serves on the editorial review boards of the Journal of Consumer Research, Journal of Consumer Psychology, and the Journal of Marketing. He has served as Editor of the Journal of Consumer Research and recently as President (2005) of the Association for Consumer Research.


'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