有意义的消费

IF 3.7 4区 管理学 Q2 BUSINESS Journal of Macromarketing Pub Date : 2024-03-12 DOI:10.1177/02761467241236485
Aditya Gupta, Meike Eilert, James W. Gentry
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引用次数: 0

摘要

虽然消费者经常通过市场互动寻求意义,但市场营销文献中却明显缺乏对有意义消费的全面理解。这种洞察力对那些旨在评估消费者购买决策对生活质量的影响的宏观营销学者大有裨益。为了填补这一空白,我们的研究采用了 40 个深度访谈来揭示有意义消费的现象学本质。我们发现,有意义的消费包括三个关键主题--恢复活力、扩展和巩固--以及七个相关的次主题:修复和重新连接;智力、实用和关系扩展;以及结晶和情境化。我们的总体框架能够容纳多种多样的有意义的消费体验,丰富了大市场营销理论,同时也加强了现有的关于消费的美满方面的论述。
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Meaningful Consumption
While consumers frequently seek meaning through their marketplace interactions, a comprehensive understanding of meaningful consumption is conspicuously absent from marketing literature. Such insight would notably benefit macromarketing scholars who aim to evaluate the implications of consumer purchasing decisions on quality of life. Addressing this gap, our study employs 40 in-depth interviews to arrive at the phenomenological essence of meaningful consumption. We discover that meaningful consumption comprises three key themes—rejuvenation, expansion, and consolidation—accompanied by seven related sub-themes: repair and reconnection; intellectual, pragmatic, and relational expansion; and crystallization and contextualization. Our overarching framework enriches macromarketing theory by virtue of its ability to accommodate a large variety of meaningful consumption experiences while simultaneously enhancing existing discourse on the eudaimonic aspects of consumption.
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来源期刊
CiteScore
5.00
自引率
25.80%
发文量
46
期刊介绍: The Journal of Macromarketing is primarily a marketing journal (although it includes a wide range of social science disciplines) that focuses on important societal issues as they are affected by marketing and on how society affects the conduct of marketing. The journal covers macromarketing areas such as marketing and public policy, marketing and development, marketing and the quality of life, and the history of marketing.
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