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.
Bern, Berlin, Bruxelles, Frankfurt am Main, New York, Oxford, Wien, 2016. X, 187 pp.
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.