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Discover More On Consumerism

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For a full history of consumerism, Steven Miles (1998) has a useful book: Consumerism – As a Way of Life.

In the Journal of Consumer Culture, George Ritzer and Nathan Jurgenson (2010) wrote ‘Production, consumption, prosumption’, which also described the evolution of these phenomena.

There are many excellent journals relating to consumers which you can explore online via your university library system, including: Journal of Consumer Behaviour, Journal of Consumer Culture, Journal of Consumer Marketing, Journal of Consumer Psychology, and Journal of Consumer Research.

But the handbags offer a utilitarian benefit too (see Key Term). They store stuff. I have different bags for different events with specific utilitarian benefits. If it's a train journey, I take a bag with a cross-body strap as it's less hassle getting on and off trains. If it's a plane journey, I take a bag with a strong zip so everything doesn't fall out at the security checks. If it's a day at the university, I take a big open bag to hold the water bottle, books and other student paraphernalia. These functional attributes are utilitarian benefits whereas the amazing handbag shape, the designer, the colour and the materials are all hedonic benefits.

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