To read the full version of this content please select one of the options below:

“What a lot of things I don’t need!”: consumption satiation, self-transcendence and consumer wisdom

Stephane Ganassali (IAE SMB, Institut de Recherche en Gestion et Economie, Université Savoie Mont Blanc, Annecy, France)
Justyna Matysiewicz (Department of Consumption Research, University of Economics in Katowice, Katowice, Poland)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 11 August 2021

Issue publication date: 2 September 2021




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.

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.


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.



The work was developed as a result of the research project no.2011/01/B/HS4/07572 financed from the funds of the Polish National Science Center.


Ganassali, S. and Matysiewicz, J. (2021), "“What a lot of things I don’t need!”: consumption satiation, self-transcendence and consumer wisdom", Journal of Consumer Marketing, Vol. 38 No. 5, pp. 540-551.



Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited