The paper "The Role of Materialism and Religion in the Spread of Global Consumption or Brands" is a wonderful example of a literature review on marketing. Human behavior relates indirectly or directly to the consumption of particular products. Human beings are deemed as consumers of products naturally (Mittal, 2006). However, the human consumption behavior basis solely on the survival needs of consumers especially the physical needs. If human behavior in their consumption were merely dominated by decisions made rationally, based on their natural driven needs, conspicuous consumption for consumers would not existent in the broad market.
The desire of possessing materials and having money to spend precisely indicates that rational behavior in humans is not the sole factor, which prevails in consumer behavior. It means that many other factors that are inherent in man and affecting human consumption a terrific deal, therefore, transferring brand consumption. This paper concentrates on discussing the role of materialism and religion in the spread of global consumption or brands. A great example of materialism affecting the consumption of brands is the complicating landscape of U. S.
consumerism in the patterns of consumer consumption after the attack (Hanley & Mari, 1992). Communities in America at the time got worried, because of the ideal magnitude as well as the impact of the attacks of terrorism, that the enormous attack would ultimately initiate an economic recession in the country. American brand consumers, nevertheless, boosted the market economy of the country by buying, mortgages, motor engines, electrical appliances and luxury goods, for instance, television sets, RVs, and Jet Skis in absolute great quantities in the aftermath of the attacks of terrorism later in October (Hanley & Mari, 1992).
A fascinating and overwhelming question, in this case, is what exactly, was the builder of the excessive pursuit of the many products by consumers showing clearly that a consumer materialism behavior was on the upsurge (Greenberg, Tom, Sheldon & Linda, 1994). On the same concept of materialism, better explanations emerge from many scholars. Insight on possible factors fueling the post-September 11 rises in consumer purchase can be drawn mainly from scholar’ s arguments in the recent times of terror management theory (Greenberg, Tom, Sheldon & Linda, 1994).
Terror Theory (TMT) is espoused as positing that events in consumer consumption, which remind people of the prospect of when they will die therefore develops in humans some anxiety that builds in a potential manner, often named existential anxiety (Mittal, 2006). TMT as a theory of consumption further argues that, when people have in mind the mortality belief, they tend to use many approaches for coping with the anxiety including enhancement of self-esteem and the defense of the cultural worldview. All these coping strategies are excellent as ways of alleviating existential anxiety bringing in an element of materialism (Greenberg, Tom, Sheldon & Linda, 1994).