Consumer Hope For Material Wealth in the New African Pentecostalism

We explore consumer hope in the context of African Pentecostalism through a 5-year ethnography in Ghana. We find the need to redefine hope to include an exaggerated sense of possibility. This can allow for conceptualization that embraces hope for immense material wealth, even for those whose realities offer no hope.


SAMUEL K. BONSU, Jemima Nunoo, and Fadwa Chaker (2020) ,"Consumer Hope For Material Wealth in the New African Pentecostalism", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 227-229.


Jemima Nunoo, GIMPA
Fadwa Chaker, Toulouse Business School


NA - Advances in Consumer Research Volume 48 | 2020

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