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 7: SLOTH Conceptualizing the experience of sloth in convenience-seeking consumption

Ari Huuhka and Harri Luomala

Abstract

This chapter unifies the fragmented streams of research on sloth. Based on the triadic reciprocal interaction approach to consumer behaviour, the chapter offers a novel reciprocal interaction conceptualization of sloth in consumption. The model acknowledges the behavioural (consumer inaction), personal (sadness and boredom) and environmental elements (sociocultural understanding) that create the consumer’s experience of sloth in reciprocal interaction. It is argued that when sloth emerges as a sin, it concerns an individual’s awareness of negative behavioural consequences. The sin of sloth is regarded as a social construction because the slothful behaviour’s consequences are evaluated in social interaction in relation with the prevailing values and behavioural norms within the given sociocultural context. Based on the value–action–consequence premises of Schwartz’s value theory, the chapter illustrates how the sin of sloth might appear in the convenience food consumption context.

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