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Beyond Ethical Consumption

Religious-like behaviours and marketing habits for fervid attachment to brands, shopping limerence, political fanaticism

Gianluigi Guido, M. Irene Prete, Marco Pichierri, Giovanni Pino and Alessandro M. Peluso

This book examines what happens when consumption – originally based on ethical issues – becomes a sort of religious behaviour which excludes possibly equally-valid alternatives by principle. It happens when consumers are deeply observant of the choices they made that it becomes a sort of faith, a recurrent behaviour which excludes a renewal of critical judgments and usually turns into habit or, even, fanaticism. Five related studies are presented in both consumer and political marketing: from fervid attachment to brands, to induction of compulsive forms of shopping or, even, fanatic behaviours, such as political extremism. On these themes, this volume offers a European point of view and, in particular, an Italian one, proposing new and original lines of research that have never been explored before.
Contents: Religion in consumer buying – The influence of religiosity on consumption behaviour – Developing a scale of fervid attachment to brands in shopping behaviour – Suggestibility and compulsive behaviour in shopping limerence – The sacred and the secular of political ideology – Political hypocrisy: Its measurement and effects on voting intentions.