During the past 35 years, academic researchers have been examining the relationship between environmentally responsible consumption behavior and numerous antecedent variables. Because sustainability requires a long-term perspective, the study included generativity, a construct developed by Erikson (1950) and self-enhancement values (Schwartz, 1994) as antecedent variables for environmentally responsible consumption behavior. Generativity refers to individuals' beliefs that their current behavior has consequences that extend into future generations, while self-enhancement refers to values relating to power, wealth, and influence. These variables are related in that generativity requires consideration of others while self-enhancement generally refers to considering only one's self. This suggests that individuals high on generativity ought to be more aware of and concerned about the environment and should modify their behavior accordingly, and those who are high on self-enhancement should be less concerned or willing to change behavior. The results of the Psychology & Marketing, Vol. 28(1): 69-90 (January 2011) View this article online at wileyonlinelibrary.com
Studies of materialism have increased in recent years, and most of these studies examine various aspects of materialism including its individual or social consequences. However, understanding, and possibly shaping, a society's materialistic tendencies requires a more complete study of the relationship between a society's institutional patterns and the acceptance of materialism by its members. Consequently, the current study examines five of the institutional antecedents of materialism to understand better how and why it develops as a mode of consumption within a society. More specifically, a model relating materialism and a set of institutionalized patterns of social behavior referred to as the dominant social paradigm was developed and tested in a study of seven industrial, market-based countries. The results suggest that the economic, technological, political, anthropocentric, and competition institutions making up the dominant social paradigm are all positively related to materialism. The implications of the relationship are then discussed.
Cet article met en évidence un champ d'investigation rarement abordé en marketing : l'influence de l'anxiété face à la mort sur le comportement du consommateur. A partir des nombreuses investigations réalisées sur ce thème en psychologie, nous définirons tout d'abord le concept d'anxiété face à la mort. Nous analyserons ensuite les différentes variables pouvant l'affecter et les comportements adaptatifs. Une présentation de différentes implications possibles sur le comportement du consommateur sera alors envisagée. Nous proposerons en outre des exemples d'utilisation managériale et des voies de recherche futures.
To cite this version:Bertrand Urien, Denis Guiot. Attitude face à la mort et comportement d'ajustement des consommateurs âgés : Vers l'élaboration d'une réponse marketing. Décisions Marketing, Association Française du Marketing, 2007, pp.
Attitude face à la mort et comportement d'ajustement des consommateurs âgés : Vers l'élaboration d'une réponse marketingCet article attire l'attention sur un phénomène rarement abordé en marketing, tant du point de vue du consommateur que du point de vue du manager : la gestion du rapport à la mort des consommateurs âgés. Il répondra aux questions suivantes : comment les plus de 60 ans appréhendent-ils leur propre mort, quelles en sont les réactions adaptatives d'ajustement ?Comment et sous quelles conditions l'homme de marketing peut-il traiter ces réactions ?
Attitude facing death and coping behaviour or elderly consumers: Toward a development of a marketing answerThis article stresses the point on a phenomenom seldom approached in marketing, from the point of view of the consumer as from the point of view of the marketer : the management of the death attitude of elderly consumer. It will answer the following questions: how do people over 60 years old apprehend they own death? What are their coping reactions? How and under which conditions can the manager treat these reactions ?
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