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:
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.
1. Introduction: The Why of Consumption 2. Consumer Goal Structures and Goal Determination Processes: An Integrative Framework 3. The Role of Emotions in Goal-Directed Behaviour 4. Minimizing Negative Emotions as a Decision Goal: Investigating Emotional Trade-Off Difficulty 5. The Role of Approach/Avoidance Asymmetries in Motivated Belief Formation and Change 6. The Missing Streetcare Named Desire 7. Postmodern Consumer Goals Made Easy!!!! 8. Authenticating Acts and Authoritative Performances: Questing for Self and Community 9. Representations of Women's Identities and Goals: The Past Fifty Years in Film and Television 10. The Urge to Buy: A Uses and Gratifications Perspective on Compulsive Buying 11. On Selling Brotherhood Like Soap: Influencing Everyday Disposal Decisions 12. Timestyle and Consuming Time: Why We Do What We Do With Our Time 13. Using Narratives to Discern Self-Identity Related Consumer Goals and Motivations 14. The Power of Metaphor
Recent years have witnessed an ‘interpretive turn’ in marketing and consumer research. Methodologies from the humanities are taking their place alongside those drawn from the traditional social sciences. Qualitative and literary modes of marketing discourse are growing in popularity. Art and aesthetics are increasingly firing the marketing imagination. This series brings together the most innovative work in the burgeoning interpretive marketing research tradition. It ranges across the methodological spectrum from grounded theory to personal introspection, covering all aspects of the postmodern marketing ‘mix’, from advertising to product development, and embracing marketing’s principal sub-disciplines.