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. |Rising Consumer Materialism A Threat to Sustainable Happiness | Business
