Consumption Ideology

Ideology plays a central role in consumer decisions, actions, and practices. While there have been numerous studies of ideological formations in specific consumption contexts, an integrative theoretical framework on consumption ideology has been missing. The theoretical framework presented in this article integrates systemic, social group, and social reality perspectives from social theory with prior consumer research to conceptualize consumption ideology as ideas and ideals that are related to consumerism and manifested in consumer behavior. Consumption ideology originates from conflicts between consumer desires and the system of consumerism. It is reflected in consumers’ lived experiences and expressed in social representations and communicative actions related to status-based consumption, brand affinity and antipathy, performed practices, and political consumption. By adapting to the market, consumers confirm the system, but when they resist, they accelerate conflicts in consumer experiences unless resistance is ideologically co-opted by the market. Three illustrative cases—upcycling, Zoom backgrounds, and the commercialization of TikTok—exemplify how the framework may be used to analyze consumption ideology and generate new research questions. The article concludes with future research programs that move beyond micro-theorizations to illuminate the broader role of ideology in contemporary consumerist society

Experiences and happiness: The role of gender

It is well established that experiences make people happy, but we still know little about how individual differences affect the relationship between consumption of experiences and happiness. This study focuses on gender as the predictor of happiness and addresses the following question: Do women and men differ in the way they attain happiness from consumption of experiences? Considering that research shows that women and men differ in how they process information, it is possible that they differ in how much they reflect on an experience too. Therefore, this study also investigates how the relationship between consumption of experiences and gender is moderated by Need for Cognition (NFC) in affecting subjective happiness. The results of a survey of adult consumers show than women derive more happiness and life satisfaction from meaningful experiences than men whereas men derive more happiness and satisfaction with life from pleasurable experiences than women. NFC moderates these results. The study provides evidence for the distinction between pleasure and meaning in consumption contexts and for the important role of gender in consumption of experiences. Its results imply that design and structuring of commercial experiences should take customer gender into account

Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality and brand relationships

This article critically examines consumer–brand relationships from the perspective of interpersonal relationship theory. Specifically, the authors investigate the relationship between brand experience and the two components of brand loyalty, namely purchase brand loyalty and attitudinal brand loyalty. The study also examines the link between brand experience and brand relationship variables, brand trust, brand attachment and brand commitment. In addition, the mediating role of brand personality and brand commitment in the relationship between brand experience and brandloyalty is investigated. Drawing on the results of an empirical cross-brand study from three product categories, the authors demonstrate that brand experience, brand personality and brand relationship variables (brand attachment and brand commitment) all affect the degree to which a consumer is loyal to a brand. On the basis of the findings, the authors offer guidelines to managers on how to build and sustain purchase and attitudinal brand loyalty by enhancing brand experience. The theoretical and managerial significance of the findings together with directions for future research are discussed

The impact of corporate volunteering on CSR image: a consumer perspective

Received: 29 June 2013 / Accepted: 15 January 2014Abstract Corporate volunteering (CV) is known to be an effective employee engagement initiative. However, despite the prominence of corporate social responsibility (CSR) in academia and practice, research is yet to investigate whether and how CV may influence consumer perceptions of CSR image and subsequent consumer behaviour. Data collected using an online survey in Australia show perceived familiarity with a company’s CV programme to positively impact CSR image and firm image, partially mediated by others-centred attributions. CSR image, in turn, strengthens affective and cognitive loyalty as well as word-of-mouth. Further analysis reveals the moderating effect of perceived leveraging of the corporate volunteering programme, customer status and the value individuals place on CSR. The paper concludes with theoretical and managerial implications, as well as an agenda for future research.Carolin Plewa, Jodie Conduit, Pascale G. Quester, Claire Johnso

S-D logic-informed customer engagement: Integrative framework, revised fundamental propositions, and application to CRM

Advance online in 2016</p

Happy living through experiences: How gender affects pleasure and meaning consumers get from experiences

Data availability statement: The data that support the findings of this study are available from the corresponding author upon reasonable request.Copyright © 2022 The Authors. It is well established that experiences make people happy, but we still know little about how individual differences affect the relationship between consumption of experiences and happiness. This study focuses on gender as the predictor of happiness and addresses the following question: Do women and men differ in the way they attain happiness from consumption of experiences? Considering that research shows that women and men differ in how they process information, it is possible that they differ in how much they reflect on an experience too. Therefore, this study also investigates how the relationship between consumption of experiences and gender is moderated by Need for Cognition (NFC) in affecting subjective happiness. The results of a survey of adult consumers show than women derive more happiness and life satisfaction from meaningful experiences than men whereas men derive more happiness and satisfaction with life from pleasurable experiences than women. NFC moderates these results. The study provides evidence for the distinction between pleasure and meaning in consumption contexts and for the important role of gender in consumption of experiences. Its results imply that design and structuring of commercial experiences should take customer gender into account