Saju, Thomas Eapen; Dr.Wilson, P R(Cochin University of Science And Technology, 2012)
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Abstract:
“At resale stores I have seen brand new clothes with original price tag
still hanging from the sleeve. Some children have so many toys that they stay
frustrated, not knowing which one to pick up for their next amusement.
Presumably sensible adults trade in perfectly good cars just to have something
shinier and newer. Didn’t us once live productive normal lives, without all
these gadgets” [Cunningham (2005)]. During late eighties, nearly forty four
percent of the participants, who took part in a consumer survey conducted in
the US, responded positively to the question “My closets are filled with still
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unopened items” [Faber and O’Guinn (1988)]. Reading such excerpts does not
greatly surprise us anymore; as such reports have become common now. For
many people shopping has moved beyond something that caters to their needs
and wants and has become a hobby [Cunningham (2005)], an activity that they
engage in to satisfy their hedonistic or pleasure-seeking goals [Ramnathan and
Menon(2006), O’Cass and McEween (2004), Faber and O’Guinn (1989)].
Others look at their new possession as something that fills a void in their lives
[Belk (1985), Diener et al. (1993)].
Description:
School of Management
Studies, Cochin University of Science and Technology