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Edited by Henna Syrjälä and Hanna Leipämaa-Leskinen

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Edited by Henna Syrjälä and Hanna Leipämaa-Leskinen

Offering a novel view on morality in consumption, this book creatively examines how the seven deadly sins - pride, greed, lust, gluttony, envy, wrath, and sloth – are embodied in contemporary consumer society. Each of the seven chapters summarizes previous literature of the sins across disciplinary boundaries, and explores how consumption is likely to change in the future.
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Hanna Leipämaa-Leskinen, Henna Syrjälä and Pirjo Laaksonen

The first chapter revisits the sin of pride in the consumer research debate. While previous scholars have conceptualized pride as an ego-focused emotion that may appear as either negative (excessive) or positive (authentic), our aim is to open up the more discreet facets of pride by taking it into the conditions of scarce consumption. Using narrative methodology, we explore how pride emerges in Finnish nonvoluntary simplifiers (poor consumers) and voluntary simplifiers’ lives. The findings complete prior discussions illuminating two narrative categories of pride in scarce conditions: “forbidden fruit” and “hidden heroism,” which together construct the third facet of pride, “silenced pride.” In conclusion, we discuss how the social and cultural frames of consumption may hinder experiences and expressions of pride.