Spirituality and consumer behavior : concept and consequences

The topic of spirituality has inspired scores of studies in management and related disciplines over the last decade. Marketing scholars, it seems, have shied away from this topic despite the deep impact spirituality has on consumer motivations and behaviour. This paper investigates the salience of spirituality in contemporary postmodern times. A working definition of spirituality has been provided with a view to encourage further conceptual developments and empirical studies in this vital but neglected area. The authors contend that spiritual utility needs to be incorporated along with other utilities when considering product and service benefits. The resurgence of spirituality has important implications for practitioners and researchers in the marketing profession.