Never-Ending Desires: Assessing Consumer's Propensity to Desire Consumption Objects
This paper discusses the dimensions of consumers’ propensity to desire consumption objects. Eighteen semi-structured interviews were conducted with consumers from different age categories and social milieus. A thorough analysis of the narratives revealed the existence of four dimensions of consumers’ propensity to desire consumption objects: pleasure, discomfort, guilt, and control. Participants were also questioned about their level of materialism, their unsatiated desires, their ability to cope with unsatisfied desires, their satisfaction with their current life, and their subjective well-being. The relationships between these concepts are explored and implications of the proposed concept for different streams of consumer research are discussed.
Lilia Boujbel (2007) ,"Never-Ending Desires: Assessing Consumer's Propensity to Desire Consumption Objects", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 319-324.
Lilia Boujbel, HEC Montreal, Canada
E - European Advances in Consumer Research Volume 8 | 2007
Featured papersSee More
Q7. Desire in Performed Consumption: Examining the Case of Korean Beauty Vlogging
Marie-Eve Jodoin, HEC Montreal, Canada
Marie-Agnès Parmentier, HEC Montreal, Canada
A Complete Consumer Journey: Tracking Motivation in the Marketplace
Jacob Suher, Portland State University
Szu-chi Huang, Stanford University, USA
Leonard Lee, National University of Singapore, Singapore
Cheating Your Self: Diagnostic Self-Deceptive Cheating for Intrinsic Rewards
Sara Loughran Dommer, Georgia Tech, USA
Nicole Marie Coleman, University of Pittsburgh, USA