Description

This book examines what happens when consumption - originally based on ethical issues - become a sort of religious behaviour which excludes possibly equally-valid alternatives by principle. Five related studies are presented in both consumer and political marketing.

Auteur

Gianluigi Guido (Ph.D., University of Cambridge, UK) is Full Professor of Marketing and Market Research at the University of Salento, Italy. He has published fourteen books on consumer behaviour and marketing strategies, and almost 200 articles in major scholarly journals. He is the author of Behind ethical consumption (Peter Lang, 2009). M. Irene Prete (Ph.D.) is Assistant Professor in Marketing and Place Marketing; Marco Pichierri is Ph.D. candidate in Marketing; Giovanni Pino (Ph.D.) is Research Associate in Marketing and Place Marketing; Alessandro M. Peluso (Ph.D.) is Associate Professor in Business Management, all at the same university.

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.

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