The purpose of this study is to determine whether social assistance funds are used to meet the needs of life or only for hedonic desires. Cash assistance is to ease the economic burden on the community, but it is indicated that the assistance is used to meet hedonic needs. The government provides cash assistance to people affected by the pandemic. People need money during the Covid-19 pandemic as it is today because of the large number of layoffs and unemployment. This review identifies several consumption contexts and situations that offer potential for marketers to design meaningful offerings. Finally, we identify knowledge gaps in theory, context, constructs and methodology. We gather insights into the relationship between hedonic and meaning‐oriented consumption. We discuss the antecedents and consequences of meaning‐oriented consumption, categories and processes that make consumption meaningful. We draw on the theory of meaning in life to arrive at a theoretically grounded conceptualization of meaning‐oriented consumption. International Journal of Consumer Studies, 45(4)). In this paper we conduct a systematic literature review of 102 papers, using the Scientific procedures and rationales for systematic literature reviews (SPAR‐4‐SLR) (Paul et al. We call consumption that engenders a sense of meaning in life ‘meaning‐oriented consumption’. Evidence supporting consumption as a source of meaning in life is scant and lies in discrete studies across multiple disciplines. The quest for finding meaning in life is central to human existence. Altogether, our findings show that social-order emphasizing moral beliefs in society can inhibit the pursuit of pleasure and change consumption patterns in the economy. Finally, while binding values suppress sensory consumption that is personal, they do not suppress sensory consumption that is shared. The effects of binding values on sensory consumption attenuate when the products are framed as status-affirming. Binding values do not suppress sensory consumption after moral licensing. We also identify several moderators of the moral suppression of sensory consumption. These effects are mediated by prescriptive moral beliefs and feelings of shame. Consequently, individuals and societies that adhere to the binding values are less likely to consume sensory products such as alcohol, tobacco, soda, fragrances, and sex toys. We find robust evidence that the social-order emphasizing binding moral foundations (authority, loyalty, and purity Haidt, 2007) suppress sensory consumption. Is the suppression of sensory consumption caused by the moral motive to promote social justice or the moral motive to promote social order? We test these two competing accounts through country-level archival data and seven preregistered controlled experiments. This research investigates the moral motives behind the suppression of sensory consumption. In some societies, sensory pleasure is pursued without any moral inhibition, but in other societies, it is considered to be immoral and actively suppressed. This study contributes to the marketing literature by analysing the relationship between three core dimensions of brand coolness, namely, iconic, popular, and high-status, regarding brands associated with hedonics and utilitarian products.Īlthough humans are hard-wired to pursue sensory pleasure, they show considerable heterogeneity in their moral evaluations of sensory pleasure. Findings demonstrate that the popularity of the brand plays an important role in consumers perceptions. The results indicate that (i) hedonic brands are perceived as being high-status in the presence of both moderators (iconic and popular) (ii) utilitarian brands can be associated with high-status perceptions, if moderated by the popular dimension. In total, 428 completely answers were collected from an online MTurk panel, and the hypotheses were tested using moderation analysis. After conducting a pre-test, two internet memes were created for each condition, utilitarian and hedonic. An experimental study was conducted to analyse whether two dimensions of brand coolness (popular and iconic) moderate the relationship between type of internet meme (utilitarian versus hedonic) and high-status. This study aims to explore the moderator role of popular and iconic coolness dimensions on the relationship between hedonic versus utilitarian beauty product brands and high-status perceptions, using internet memes as stimuli.
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