Essays on Meaning oriented Consumption

Abstract

In this 3-essay dissertation, we explore the various ways in which consumption choices and experiences may instil feelings of meaning. People experience meaning in life, when their life makes sense, is driven by valued goals and feels significant in the larger scheme of things. Meaning in life is a profound psychological resource and the chief indicator of well-being. In the first essay, we perform a systematic review of literature in multiple disciplines to articulate a theory-informed conceptualisation of meaning-oriented consumption i.e. consumption which has the potential to engender lives with meaning. We also develop a framework that examines the antecedents, consequences, consumption categories and processes of meaning-oriented consumption, while noting the differences between meaning-oriented and hedonic consumption. Informed by the literature review, we develop a future agenda for research. The remaining 2 essays, are based on the gaps identified in the review. Using the conceptualisation developed in essay 1, the essay 2 examines how a special genre of advertisements, the meaningful brand story contributes to meaning in life of consumers. Using netnography, we examine the marketing outcomes of such stories and note instances when such stories may fail to deliver the desired consequences. After investigating the processes that enhance meaning through consumption, we centre the essay 3 on the premise that apprehensions of anti-consumption, a phenomenon labelled as being against consumption, also adds to our overall understanding of consumer behaviour. We therefore shift focus to examine how consumer choices of anti-consumption may also confer meaning in life of consumers. We do so by conducting phenomenological-approached deep interviews in the context of a religious praxis, marked with practices in anti-consumption. In an integrative conclusion, we contrast and compare how different processes may prompt the experience of meaning through acts of consumption and religious anti-consumption.