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. In the past, purchasing expensive items was seen as a kind of extravagant consumption behavior. In fact, buying such goods was a preserve of individuals holding top leadership positions in society (Budiman & O’ Cass, 2007). However, in the modern world, this perception no longer holds owing to changes in social and consumption values. Further, with the formation of emerging markets globally, changes in consumer behaviors and extension of luxurious product market, the industry for luxurious goods is taking an important role in the global market.
As Budiman and O’ Cass explain, some individuals place emphasis on acquisition and possession of material commodities as a sign of one’ s success and status, a trend which is known as materialism. In the contemporary world, materialism is largely perceived as a value which can be decomposed further into possession values. Studies indicate that materialism does not only influence individual consumption behaviors, it also affects the global spread of consumption of different product types or brands (Budiman & O’ Cass, 2007). Apart from materialism, consumption choice also is influenced by the existing differences in religious beliefs, norms and institutions existing in different segments in the global society (Delener, 1990).
Indeed, religion shapes the cultural values held by people and this influences the personal evaluation criteria for goods and services. Specifically, differences in religious principles and associations tend to determine individuals’ way of life, their choices and what they consume. In this regard, religion also influences the global spread of consumption of different product types or brands.
In view of these points, this paper examines the role of materialism and religion in the spread of global consumption or brands. Specifically, the paper explains how each of the two aforementioned concepts may help or hold back the spread of tendencies in global consumption. The impact of materialism on the spread of consumption trends around the world Materialism is a multiple-sided concept that relates to the significance of material items to an individual (Han, Nunes & Drè ze, 2010). Bernard (2009) defines materialism as a state of mind or assemblage of attitudes with respect to the relative meaning of acquirement and ownership of objects in an individual’ s life.
Within this understanding, materialism is conceptualized as a system of individual values, rather than a personal trait. Bernard further explains that an individual who is status-conscious and whose possessions and acquisitions occupy the central role in his or her life is termed as a materialistic individual. Individuals with these attribute value activities that focus on acquiring and possessing material objects since they embody success and offer contentment to them.