Encyclopedia of Consumption and Waste by Zimring Carl A. & William L. Rathje

Author:Zimring, Carl A. & William L. Rathje
Language: eng
Format: epub
ISBN: 9781506338279
Publisher: SAGE
Published: 2012-02-28T16:00:00+00:00

Wants

Wants have typically been equated with consumer desire. In-depth considerations of wants can be found in branches of economic psychology and marketing. Psychologist and marketer Ernest Dichter is typically cited as the “father of motivation research.” His work applies a Freudian perspective to understanding motivation in consumer behavior, arguing for a role for the unconscious in the creation of consumer desire. Here, and in other strands of interpretive consumer research, objects derive their importance from communicating symbolic meanings of attachment and belonging, which might be seen as equally central to consumer well-being as their functional material dimensions. Further, the distinction between needs and wants might be located purely at the level of rhetoric. Moral discourses of needs are used to legitimize specific consumer choices, and those of wants are used to condemn others.

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