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  • 14 - The Psychology of Consumer Dignity

  • from 2 - Consumer Psychology of Groups and Society
  • Edited by Cait Lamberton, Wharton School, University of Pennsylvania, Derek D. Rucker, Kellogg School, Northwestern University, Illinois, Stephen A. Spiller, Anderson School, University of California, Los Angeles
  • Book:
    The Cambridge Handbook of Consumer Psychology
    Published online:
    30 March 2023
    Print publication:
    06 April 2023, pp 387-415

  • Summary

    This chapter situates the distinctive nature of dignity within the marketplace and offers tractable ways for scholars to integrate it in consumer research. We first shed light on the theoretical and practical power of dignity as grounded in psychology, examining it on different levels: intrapersonal, interpersonal, and cultural. We then begin to conceptualize the construct of consumer dignity and propose three specific levers by which it may be affirmed or denied: recognition, agency, and equality. Finally, we present emerging evidence to illustrate the operation of these levers and discuss how consumer dignity might be applied to build inclusive firms, organizations, and societies.

The Cambridge Handbook of Consumer Psychology
  • 2nd edition
  • Edited by Cait Lamberton, Derek D. Rucker, Stephen A. Spiller
  • Published online:
    30 March 2023
    Print publication:
    06 April 2023
  • In the last two years, consumers have experienced massive changes in consumption – whether due to shifts in habits; the changing information landscape; challenges to their identity, or new economic experiences of scarcity or abundance. What can we expect from these experiences? How are the world's leading thinkers applying both foundational knowledge and novel insights as we seek to understand consumer psychology in a constantly changing landscape? And how can informed readers both contribute to and evaluate our knowledge? This handbook offers a critical overview of both fundamental topics in consumer psychology and those that are of prominence in the contemporary marketplace, beginning with an examination of individual psychology and broadening to topics related to wider cultural and marketplace systems. The Cambridge Handbook of Consumer Psychology, 2nd edition, will act as a valuable guide for teachers and graduate and undergraduate students in psychology, marketing, management, economics, sociology, and anthropology.

The Cambridge Handbook of Consumer Psychology
  • Edited by Michael I. Norton, Derek D. Rucker, Cait Lamberton
  • Published online:
    05 October 2015
    Print publication:
    09 September 2015
  • Why do consumers make the purchases they do, and which ones make them truly happy? Why are consumers willing to spend huge sums of money to appear high status? This Handbook addresses these key questions and many more. It provides a comprehensive overview of consumer psychology, examining cutting-edge research at the individual, interpersonal, and societal levels. Leading scholars summarize past and current findings, and consider future lines of inquiry to deepen our understanding of the psychology behind consumers' decision making, their interactions with other consumers, and the effects of societal factors on consumption. The Cambridge Handbook of Consumer Psychology will act as a valuable guide for faculty as well as graduate and undergraduate students in psychology, marketing, management, sociology, and anthropology.

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