Consumer Spirituality and Marketing

Over the last ten years, the topic of spirituality has inspired scores of studies in management and related disciplines. Marketing scholars, it seems, have shied away from discussing spirituality for far too long. This paper draws attention to the rising salience of consumers’ spiritual needs. A working definition of spirituality and preliminary guidelines for researchers are provided to kick-start research and dialogue in this important area. It is argued that spiritual utility urgently needs to be incorporated along with other utilities when considering product benefits.


Sudhir Kale (2006) ,"Consumer Spirituality and Marketing", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 108-110.


Sudhir Kale, Bond University, Australia


AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006

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