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: a ~why?a (TM).

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.

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?'. Topics include: * the interplay between the heart and the mind in what consumers desire * hedonic, utilitarian, and variety-seeking motives * implications of a promotion versus prevention focus in consumer decision-making * motives for engaging in socially undesirable consumer behaviours * how individual consumers, communities and cultures come to value brands, fashion goods, and objects of art * inter-generational as well as information age influences on the motives underlying consumers' identities, both present and future. asset for all those involved in researching, teaching or studying consumption and consumer behaviour.

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? This book provides provocative answers to all of these questions. It brings together an international collection of authors from a variety of disciplines; they offer new and critical perspectives, summarize key findings and provide important theoretical frameworks to guide the reader through the subject.

The book is unique in its focus and its multifaceted approach. Anyone interested in consumption and consumer behaviour and research will find fascinating and important insights to illuminate the subject.

Related link: Series Editor website
eBook available with sample pages: 0203380339

Contents:
1. Introduction: The Why of Consumption S. Ratneshwar, David G. Mick and Cynthia Huffman 2. Consumer Goal Structures and Goal Determination Processes: An Integrative Framework Cynthia Huffman, S. Ratneshwar and David G. Mick 3. The Role of Emotions in Goal-Directed Behaviour Richard P. Bagozzi, Hans Bumgartner, Rik Pieters and Marcel Zeelenberg 4. Minimizing Negative Emotions as a Decision Goal: Investigating Emotional Trade-Off Difficulty Mary Frances Luce, James R. Bettman and John W. Payne 5. The Role of Approach/Avoidance Asymmetries in Motivated Belief Formation and Change Frank R. Kardes and Maria L. Cronley 6. The Missing Streetcare Named Desire Russell W. Belk, Guliz Ger and Soren Askegaard 7. Postmodern Consumer Goals Made Easy! Craig J. Thompson 8. Authenticating Acts and Authoritative Performances: Questing for Self and Community Eric J. Arnould and Linda L. Price 9. Representations of Women's Identities and Goals: The Past Fifty Years in Film and Television Elizabeth C. Hirschman and Barbara C. Stern 10. The Urge to Buy: A Uses and Gratifications Perspective on Compulsive Buying Ronald J. Faber 11. On Selling Brotherhood Like Soap: Influencing Everyday Disposal Decisions Luk Warlop, Dirk Smeesters and Piet anden Abeele 12. Timestyle and Consuming Time: Why We Do What We Do With Our Time June Cotte and S. Ratneshwar 13. Using Narratives to Discern Self-Identity Related Consumer Goals and Motivations Jennifer Edson Escalas and James R. Bettman 14. The Power of Metaphor Robin Coulter and Gerald Zaltman