"What a lot of things I don't need!": consumption satiation, self-transcendence and consumer wisdom. Issue 5 (11th August 2021)

• Record Type: Journal Article
• Authors: Ganassali, Stephane; Matysiewicz, Justyna
• Is Part Of: Journal of consumer marketing. Volume 38:Issue 5(2021)
• Page Start: 540
• Page End: 551
• Publication Date: 2021-08-11
• Subjects: Consumer wisdom -- Consumption satiation -- Self transcendence; Consumer behavior -- Periodicals; Marketing -- Periodicals; 658.8343
• DOI: 10.1108/JCM-02-2020-3637
• Languages: English
• ISSNs: 0736-3761

Abstract

Abstract : Purpose: The purpose of this study is to gain a better understanding of the conditions in which consumer wisdom emerges. Based on some theories of dynamic moral and needs development, the authors have designed a first model of consumer wisdom development process, taking consumption satiation (as a new concept) and self-transcendence as its possible antecedents. Design/methodology/approach: An online survey was conducted that collected 800 responses from 2 European countries with different levels of maturity with regard to consumption: France and Poland. Findings: The authors find that consumption satiation is positively and significantly correlated with self-transcendence. Self-transcendence is positively and significantly correlated with consumer wisdom. Age seems to be partly operating as a moderating variable. Research limitations/implications: The findings confirm that the occurrence of consumer wisdom may be partly explained by a dynamic process based on previous consumption experiences, resulting in a certain level of consumption satiation and the concomitant development of self-transcendence needs. Practical implications: Government bodies, consumer advocacy groups and possibly corporate actors in Europe could promote consumer wisdom not only as an idealistic and benevolent attitude but as a true sign of maturity, personal accomplishment, well-being and success. Originality/value: This research work studies new antecedents of emerging consumer wisdom, outside personal values and socio-demographics. The authors define and identify "consumption satiation" as one promising stage in the development process of wise, responsible consumer attitudes and behaviors.