Seven Deadly Sins in Consumption
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Seven Deadly Sins in Consumption

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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Chapter 2: GREED Multilevel study of greed in marketing students’ consumption

Minna-Maarit Jaskari, Päivi Borisov and Henna Syrjälä


The second chapter constructs a multilevel understanding of how greed appears in marketing students’ consumption. To that end, it draws on discussions regarding consumers’ lived experiences at the micro level influencing and being influenced by phenomena in larger-level contexts. Greed is understood as dissatisfaction with never having enough, and as a cardinal sin it is a double-edged sword that provokes contradictory negotiations in consumption. By using narrative data, the chapter showcases how greed is manifested and negotiated within and between various levels of culture (micro, mezzo, macro, and supra). The chapter concludes by challenging the aspects of greed earlier found to be positive. Although greed can be manifested as both positive and negative, it never appears as solely positive. Furthermore, although greed emerges in various levels of culture, it always floods back to the micro level: As a sin, greed is always attached to an individual.

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