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Full Description
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
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.
