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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.
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.
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
