Theses and Dissertations

Date of Award

5-2024

Document Type

Dissertation

Degree Name

Doctor of Philosophy (PhD)

Department

Marketing

First Advisor

A. Fuat Fırat

Second Advisor

Deniz Atik

Third Advisor

Richard Bagozzi

Abstract

The concept of enoughness was an old but forgotten concept in human history. This research reintroduced the concept to our contemporary culture as a means to deal with consumers' endless desires by exploring the enoughness concept. Contemporarily suppressed under the development of modern capitalism, an extensive mythological trace of the enoughness concept showed its existence through more than 25 centuries across cultures with four key components: reining in desires, knowing contentment, knowing when to stop, and consideration of harmony. Building upon theories of desires, this research positioned enoughness as a means to help tame consumers' endless desires that can be damaging to themselves, society, and the environment. This research explored and developed an understanding of the sense of enoughness in contemporary culture using a qualitative exploration with 36 in-depth interviews. Participants were purposefully selected to capture different backgrounds related to age, gender, education, family life cycle, income, career, ethnicity, and origin. The findings from the qualitative research confirmed the existence of EM and its dimensions in history and in consumer’s minds. The results were then used to develop an EM scale. The empirical testing also provided further evidence of the existence of EM and its structure. Additionally, the qualitative exploration was utilized to refine and propose a comprehensive research model to further explore the construct in the future.

Comments

Copyright 2024 Ai Nhan Thi Ngo.

https://go.openathens.net/redirector/utrgv.edu?url=https://www.proquest.com/pqdtglobal1/dissertations-theses/investigation-into-enoughness-mindset/docview/3085274565/sem-2?accountid=7119

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