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Please use this identifier to cite or link to this item: http://hdl.handle.net/2259/331

Title: Consumerism and Mindless Consumption Sustaining the New Age Urban Indian’s Identity
Authors: Kaul, Subhashini
Abhishek
Keywords: Consumerism
Impact of Consumerism
New Age Urban Indian,
Issue Date: 10-Apr-2005
Publisher: Indian Institute of Management Kozhikode
Abstract: Consumerism as a phenomenon has most commonly been examined in terms of its collective effects, positive or negative, on an economy and its constituents. Few perspectives have incorporated the negative effects of consumerism on an individual. Managing the negative effects of consumerism in terms of identity conflicts is a key issue that has not received much attention in existing literature. This theoretical paper examines the impact of consumerism on the ‘New Age’ Urban Indian, who is conceptualized as an Indian adult enacting the role of a consumer; unconstrained by information availability, budget or supplier considerations for most consumption decisions. In this study, we examine the critical factors that contribute to a negative impact on consumer identity. Key factors impacting the ‘New Age’ Urban Indian’s identity are discussed and mechanisms suggested at business firm levels to sustain and arrest this damage.
Description: PART VI – CONSUMER MARKETS & MARKETING |Pages 529-534|
URI: http://hdl.handle.net/2259/331
Appears in Collections:Conference Proceedings
International Conference on Marketing and Society

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