The purpose of this study is to gain a better understanding of the conditions in which consumer wisdom emerges. Based on some theories of dynamic moral and needs development, the authors have designed a first model of consumer wisdom development process, taking consumption satiation (as a new concept) and self-transcendence as its possible antecedents.
An online survey was conducted that collected 800 responses from 2 European countries with different levels of maturity with regard to consumption: France and Poland.
The authors find that consumption satiation is positively and significantly correlated with self-transcendence. Self-transcendence is positively and significantly correlated with consumer wisdom. Age seems to be partly operating as a moderating variable.
The findings confirm that the occurrence of consumer wisdom may be partly explained by a dynamic process based on previous consumption experiences, resulting in a certain level of consumption satiation and the concomitant development of self-transcendence needs.
Government bodies, consumer advocacy groups and possibly corporate actors in Europe could promote consumer wisdom not only as an idealistic and benevolent attitude but as a true sign of maturity, personal accomplishment, well-being and success.
This research work studies new antecedents of emerging consumer wisdom, outside personal values and socio-demographics. The authors define and identify “consumption satiation” as one promising stage in the development process of wise, responsible consumer attitudes and behaviors.
