Postmodernism, ethnicity, and celebrity culture in women’s symbolic consumption

Gbadamosi, Ayantunji

doi:10.1177/1470785319868363

Cited by 5 publications

(2 citation statements)

References 80 publications

(96 reference statements)

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“…Hence, the notion of Segmentation, targeting, and positioning will pave the way for effective value creation and delivery by marketers in relation to the targeted consumers of specific religious affiliations. Accordingly, the post-purchase evaluation of the targeted members may not be based on only the functional attributes of the products but on the symbolic elements as this has been a long held postulation in the consumer behavior literature (Levy, 1959;Sirgy and Johar 1999;Gbadamosi, 2019a). It has been found that having an understanding of the intricacies of consumer behavior will essentially also involve understanding their degree of religiosity and product involvement (Yousef, and Malik, 2013).…”

Section: Post Purchase Evaluationmentioning

confidence: 99%

Exploring the role of religion in consumer decision-making processes: Perspectives on developing nations

Gbadamosi¹,

Fletcher²,

Sani³

et al. 2021

Religion and Consumer Behaviour in Developing Nations

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ReligionReligion Religion Religion Marketing stimuli, Psychological influences Religion. & other sociological factors Developing countries Developing countries Developing countriesDeveloping countries purchase decision making. Consequently, scholars and marketers alike have tried to identify different types of needs and their unique impacts on consumer decision making process. Types of Needs (A Maslow's 1943 Hierarchy of Needs)Marketing is the understanding of different types of needs. The reactive marketing is meant to understand and satisfy customers' expressed needs, while Proactive marketing is aimed at understanding the customer's latent needs (Kotler, 1999). So many theories have been propounded to explain the different types of needs in the literature. However, this book adopts the very classic pyramid of needs conceived by Abraham Maslow, known as Maslow's Hierarchy of needs to explore the various types and the impacts of religiosity on needs. Maslow's (1943) assertion is that even though everyone is unique, all humans have certain common needs. The author arranges these needs in hierarchical order, according to the level of importance; and presents five basic level of human needs, ranking from lower-level biogenic to higher-level psychogenic needs.Although Maslow's theory has been widely accepted in the literature, but has also been criticised by scholars for its shortcomings. For example, Zikmund and d'Amico (1996) argue that consumers may not always follow the hierarchy in the quest to satisfy their various needs, instead; they may seek to satisfy both lower-level and higher-level needs simultaneously. Therefore, the hierarchy cannot be applied universally to every individual. In some environments like Anglo-Saxon culture, people in the setting value self-actualisation and individuality above all else, while the Japanese and the Germans are mostly motivated by a need for personal security and conformity. Whereas, people in countries like France, Portugal, Spain, and Latin America, including Asian countries, are highly motivated by the need for security and belongings (Kotler et al., 1999). Moreover, Maslow's theory has not been empirically tested extensively, so, it is difficult to measure individual's acceptable level of satisfaction of need before the next higher need is triggered (Schiffman, Kanuk, 2000). Despite these criticisms, Maslow's hierarchy seems to provide a useful insight into the different types of needs for this book. This is because, it represents the universality and comprehensiveness of almost all the human needs. Therefore, Maslow's theory provides a basis for exploring the impacts of religion on different levels of customer's needs and on the consumer behaviour in general. The Maslow's hierarchy of needs include psychological, safety, love and social, selfesteem and self-actualisation needs (Maslow, 1943).

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Section: Post Purchase Evaluationmentioning

confidence: 99%

Exploring the role of religion in consumer decision-making processes: Perspectives on developing nations

Gbadamosi¹,

Fletcher²,

Sani³

et al. 2021

Religion and Consumer Behaviour in Developing Nations

Self Cite

View full text Add to dashboard Cite

show abstract

“…Although consumption is ubiquitous, it is characterised with interesting patterns of diversity. Numerous scholarship efforts have pinpointed consumer diversity in various ways, which revolves around a number of factors including gender, age, income, ethnicity and a host of others (Penaloza, 1994; Laroche et al , 2007; Deloitte, 2018; Gbadamosi, 2020). This indicates a need to be cautious in relying on the existing postulations without recourse to the subterraneous factors that distinguish them.…”

Section: Introductionmentioning

confidence: 99%

Hedonism and luxury fashion consumption among Black African women in the UK: an empirical study

Emmanuel-Stephen

Gbadamosi

2021

JFMM

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PurposeAlthough consumption is a universal phenomenon, it is characterised with considerable degree of diversity in relation to various factors such as culture, age, gender, ethnicity and many others. Accordingly, more often than not, these factors underpin consumers' reactions to different market offerings including luxury products. While a plethora of scholarship efforts are evident in the extant literature in regards to luxury consumption, there is dearth of studies around how this is linked hedonism and ethnic consumers. Hence, this paper aims to fill a palpable gap in the literature by exploring the UK Black African women's taste for luxury fashion consumption.Design/methodology/approachThe study is interpretive in nature with the use of 20 in-depth interviews conducted with Black African women through the use of snowballing and purposive sampling methods.FindingsThe study shows that the respondents' motivation for luxury consumption is driven by success and evolutionary motives, belongingness, societal pressures, cultural connection, anthropomorphism, consumer brand relationship and hedonism.Originality/valueApart from the theoretical implication of the study, which revolves around extending the discourse of taste in consumption and ethnic consumer behaviour, the paper will be greatly beneficial for marketing practitioners, especially in the area of segmentation, targeting and positioning vis-à-vis the marketing of luxury products.

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Social marketing and the corruption conundrum in morocco: An exploratory analysis

Hamelin¹,

Nwankwo

Gbadamosi

2020

World Development

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Postmodernism, ethnicity, and celebrity culture in women’s symbolic consumption

Cited by 5 publications

References 80 publications

Exploring the role of religion in consumer decision-making processes: Perspectives on developing nations

Exploring the role of religion in consumer decision-making processes: Perspectives on developing nations

Hedonism and luxury fashion consumption among Black African women in the UK: an empirical study

Social marketing and the corruption conundrum in morocco: An exploratory analysis

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