The paper "The Role of Materialism and Religion in the Spread of Global Consumption" is a good example of a literature review on marketing. A focus on global consumption reveals varying trends across various regions, cultures, social classes and religions across the globe. For example, consumption of certain brands of products is found to be higher among the wealthy while levels of penetration of brands are also found to differ across different religions. Many factors have been found to affect consumers' behavior and hence the spread of global consumption or brands (Michael and Garry, 2007).
This explains the varying patterns of consumption across the world. Such factors include the people’ s culture which greatly influences the buying behavior in different countries. Aspects of culture that influence consumption include nationality, religion, racial group, and geographical region. The social class that one belongs also greatly influences what he or she consumes. For example, certain brands of products are exceptionally thought to belong to the rich. Other factors that have an influence on the spread of global consumption or brands include social factors such as families and social status and personal factors such as age and occupation.
This paper aims at examining the role played by materialism and religion in the spread of global consumption or brands. In other words, how might materialism and religion help or hinder the spread of global consumer culture? Materialism Materialism can be defined as the belief that all that matters is one's physical well being and having worldly possessions that lead to the greatest good and add the highest value to life as opposed to spiritual or other ideals.
According to Marieke (2004), materialism is mainly concerned with great regard for worldly concerns. Materialistic people, therefore, seek to attain the greatest value for their lives by acquiring the best things in life. To them, the most expensive and latest brands tend to add more value to life than ordinary items. They would want to acquire brands that are associated with wealth and power. Materialism has therefore led to people grouping themselves into social classes where some brands of products are associated with certain classes or the rich and are considered luxuries.
Therefore, materialism tends to promote (help) in the spread of a global consumption culture as people always want to acquire and consume the most expensive and prestigious brands of products across the globe. Floyd (2005), views materialism as a set of centrally held morals on the importance of material possessions in a person’ s life considered as a very important life value. It is a way of obtaining symbolic immortality in cultures where it is considered a life’ s value. Human beings, therefore, pursue material possessions to cover their final fate and hence obtain a feeling of security.
Scholars have therefore suggested that materialism stems from the human desire to overcome death.