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Seven Deadly Sins in Consumption

Edited by Henna Mirjami Syrjälä and Hanna Mari Leipämaa-Leskinen, Department of Marketing, University of Vaasa, Finland
Extent: c 160 pp
Hardback Price: $109.00 Web: $98.10
Publication Date: June 2018
ISBN: 978 1 78811 718 0
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  • eISBN: 978 1 78811 719 7

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  • Business and Management
  • Marketing
Offering a novel view on morality in consumption, this book creatively examines how the seven deadly sins - pride, greed, lust, gluttony, envy, wrath, and sloth – are embodied in contemporary consumer society. Each of the seven chapters summarizes previous literature of the sins across disciplinary boundaries, and explores how consumption is likely to change in the future.

The sins are presented as social, historical, cultural and political constructs, relying on the underlying assumptions of cultural consumer research. Each is elaborated on within particular consumption and marketing-related spheres, including advertising, retail environment, convenience food consumption, poverty, and ethical consumption. Consequently, the book provides a new way to understand contemporary consumer culture. Although beginning with the dark notions of sinfulness, the authors conclude with a hopeful tone for positive transformations in consumption.

This fascinating book will be of significant interest to consumer researchers and post-graduate students studying the effects of consumption in social science disciplines, including marketing, business and sociology.
‘This anthology is a theoretically innovative study of the seven deadly sins in contemporary consumer culture. It is a much wanted in-depth understanding of the sins’ emergence, meanings and consequences in consumer culture that allow us to realize their complexity and the importance of considering both micro, mezzo and macro/supra levels as well as reciprocal interactions in-between. The book offers an important reflection of the ambiguous interpretations of the seven deadly sins in today’s consumer culture and is both an intriguing and challenging endeavour.’
– Karin M. Ekström, University of Borås, Sweden

‘Seven Deadly Sins in Consumption is an intellectually inspiring and fun scholarly account of the fundamental desires and emotions that drive us in contemporary consumer culture – an excellent example of the scholarship and exceptional creativity of the community that is now known as the Vaasa School of Consumer Research.’
– Johanna Moisander, Aalto University School of Business, Finland

‘Versions of the seven deadly sins have haunted consumption for thousands of years. Losing some of their former religious sting, they have become sins against the environment, equality, and humility in an age of self-promotion. Drawing on multiple theoretical and methodological perspectives, this engaging volume brings fresh force to each vice.’
– Russell Belk, York University, Canada
Contributors include: L. Alhonnoro, P. Berg, P. Borisov, J. Gummerus, K. Hellén, A. Huuhka, M.-M. Jaskari, H. Kauppinen-Räisänen, P. Laaksonen, H. Leipämaa-Leskinen, H.T. Luomala, A. Norrgrann, C. Rodríguez Santos, J. Sihvonen, H. Syrjälä, M. Sääksjärvi, L.L.M. Turunen, C. von Koskull,
Contents:

Introduction
Henna Syrjälä and Hanna Leipämaa-Leskinen

1. PRIDE
Silenced pride in scarce consumption
Hanna Leipämaa-Leskinen, Henna Syrjälä and Pirjo Laaksonen

2. GREED
Multilevel study of greed in marketing students’ consumption
Minna-Maarit Jaskari, Päivi Borisov and Henna Syrjälä

3. LUST
Sex Sells? Lust in fashion magazine advertising
Jenniina Sihvonen, Linda Lisa Maria Turunen and Carmen Rodriguez-Santos

4. GLUTTONY
No taste without the waste? Gluttony in bakery product retailing
Lotta Alhonnoro and Anu Norrgrann

5. ENVY
Narcissistic human traits predicting benign and malicious envy
Katarina Hellén, Maria Sääksjärvi and Hannele Kauppinen-Räisänen

6. WRATH
Wrath in consumer oppositional activism
Catharina von Koskull, Petra Berg and Johanna Gummerus

7. SLOTH
Conceptualizing the experience sloth in the convenience seeking consumption
Ari Huuhka and Harri Luomala

Index