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Books > Reference & Interdisciplinary > Communication studies
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Rising Consumer Materialism - A Threat to Sustainable Happiness (Paperback)
Loot Price: R803
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Rising Consumer Materialism - A Threat to Sustainable Happiness (Paperback)
Series: Routledge Focus on Business and Management
Expected to ship within 10 - 15 working days
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Rising Consumer Materialism presents a theoretical advancement of
materialism research. It identifies eight areas of a consumer's
life that are inter-disciplinary and of prime importance towards
promoting happy and rewarding lifestyles. This study examines the
pre-planned purchase process as the primary step towards
satisfactory consumption. The theoretical framework provides a
stream of research possibilities that guide readers towards healthy
consumption patterns. Therefore, the book offers practical
solutions to problems such as loneliness and unhappiness. It
advocates a new dimension of consumption activity and lifestyle
choices that can help to re-socialize and improve social bonds;
hitting materialism right at its core, making the consumption
experience well informed and beneficial for the consumer as well as
society. Together, pre-planned engaging, intrinsic experiential
purchases with a view to environmentalism, religiosity, social
giving, social support and nostalgia can cure the excessive
emphasis on acquiring and showing off valuables that are disruptive
to a consumer's social affiliations and subjective wellbeing.
Rather than utilizing material possessions as a proxy measure for
success and happiness resulting in only temporary happiness,
discontent, continuous brand/product switching, undesirable post
purchase evaluations and shifting brand loyalties, the book
establishes alternative mechanisms for achieving happiness. The
integrated framework provides a comprehensive solution rather than
a half-baked specific situational-based intervention and is a must
read for academics, students and consumers alike.
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