Purpose

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.

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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.

Practical implications

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.

Originality/value

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.

中文翻译：

---

“我不需要的东西有多少！”：消费满足、自我超越与消费智慧

目的

本研究的目的是更好地了解消费者智慧出现的条件。作者基于道德和需求发展的一些动态理论，设计了消费智慧发展过程的第一个模型，以消费满足（作为一个新概念）和自我超越为可能的前因。

设计/方法/方法

进行了一项在线调查，收集了来自 2 个在消费方面具有不同成熟度的欧洲国家的 800 份回复：法国和波兰。

发现

作者发现消费满足感与自我超越呈显着正相关。自我超越与消费者智慧呈显着正相关。年龄似乎在一定程度上起到了调节变量的作用。

研究限制/影响

研究结果证实，消费者智慧的产生可能部分是由基于先前消费经验的动态过程来解释的，从而导致一定程度的消费满足和自我超越需求的伴随发展。

实际影响

欧洲的政府机构、消费者权益团体和可能的企业行为者不仅可以将消费者智慧作为理想主义和仁慈的态度来推广，而且可以作为成熟、个人成就、幸福和成功的真正标志。

原创性/价值

这项研究工作研究了新兴消费者智慧、个人价值观和社会人口统计之外的新前因。作者将“消费饱足”定义为明智、负责任的消费者态度和行为发展过程中的一个有希望的阶段。