A Taxonomy of Spiritual Motivations For Consumption

Heather Skousgaard, University of Sydney, Australia

A Taxonomy of Spiritual Motivations for Consumption

 

Heather Skousgaard, University of Sydney

 

Spirituality plays an important role in motivating consumption. Consumer researchers acknowledge this, yet despite a host of studies that reflect facets of a search for spiritual fulfilment, we still lack a clear understanding of what spirituality is and how it affects consumer choices. This study sets out to advance current understanding of this previously ill-defined and misunderstood motivation for consumption, presenting a taxonomy of both cognitive and affective components of spirituality, with associated propositions for future research.
[ to cite ]:
Heather Skousgaard (2006) ,"A Taxonomy of Spiritual Motivations For Consumption", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 294-296.