Consumption Patterns and Macromarketing: A Radical Perspective

Abstract

Investigates patterns of consumption in society and choices therein, citing the literature – in particular the 1964‐74 period. Examines the ‘consumption pattern’ both colloquially and informally and the nature of consumption. Contends that such differences in the ways and means of satisfying needs in different consumption categories do indicate different consumption patterns. Looks at emerging consumption patterns in the USA and other advanced Western economies characterised by the private, individual and passive extremities of the dimensions and outlines these. Concludes that the issue of patterns of consumption is an important one, considering its impact on an individual's life – although consumption patterns are a major component of a consumer's life process as a whole.

Citation

Firat, F. (1977), "Consumption Patterns and Macromarketing: A Radical Perspective", European Journal of Marketing, Vol. 11 No. 4, pp. 291-298. https://doi.org/10.1108/EUM0000000005015