How can entrepreneurial musicians use electronic social networks to diffuse their music

Principal Topic: ''In less than ten years music labels will not exist anymore.'' Michael Smelli, former Global COO Sony/BMG MCA/QUT IMP Business Lab Digital Music Think Thanks 9 May 2009, Brisbane Big music labels such as EMI, Sony BMG and UMG have been responsible for promoting and producing a myriad of stars in the music industry over the last decades. However, the industry structure is under enormous threat with the emergence of a new innovative era of digital music. Recent years have seen a dramatic shift in industry power with the emergence of Napster and other file sharing sites, iTunes and other online stores, iPod and the MP3 revolution. Myspace.com and other social networking sites are connecting entrepreneurial artists with fans and creating online music communities independent of music labels. In 2008 the digital music business internationally grew by around 25% to 3.7 Billion US-Dollar. Digital platforms now account for around 20% of recorded music sales, up from 15 % in 2007 (IFPI Digital music report 2009). CD sales have fallen by 40% since their peak levels. Global digital music sales totalled an estimated US$ 3 Billion in 2007, an increase of 40% on 2006 figures. Digital sales account for an estimated 15% of global market, up from 11% in 2006 and zero in 2003. The music industry is more advanced in terms of digital revenues than any other creative or entertainment industry (except games). Its digital share is more than twice that of newspapers (7%), films (35) or books (2%). All these shifts present new possibilities for music entrepreneurs to act entrepreneurially and promote their music independently of the major music labels. Diffusion of innovations has a long tradition in both sociology (e.g. Rogers 1962, 2003) and marketing (Bass 1969, Mahajan et al., 1990). The context of the current project is theoretically interesting in two respects. First, the role of online social networks replaces traditional face-to-face word of mouth communications. Second, as music is a hedonistic product, this strongly influences the nature of interpersonal communications and their diffusion patterns. Both of these have received very little attention in the diffusion literature to date, and no studies have investigated the influence of both simultaneously. This research project is concerned with the role of social networks in this new music industry landscape, and how this may be leveraged by musicians willing to act entrepreneurially. Our key research question we intend to address is: How do online social network communities impact the nature, pattern and speed that music diffuses? Methodology/Key Propositions : We expect the nature/ character of diffusion of popular, generic music genres to be different from specialized, niche music. To date, only Moe & Fader (2002) and Lee et al. (2003) investigated diffusion patterns of music and these focus on forecast weekly sales of music CDs based on the advance purchase orders before the launch, rather than taking a detailed look at diffusion patterns. Consequently, our first research questions are concerned with understanding the nature of online communications within the context of diffusion of music and artists. Hence, we have the following research questions: RQ1: What is the nature of fan-to-fan ''word of mouth'' online communications for music? Do these vary by type of artist and genre of music? RQ2: What is the nature of artist-to-fan online communications for music? Do these vary by type of artist and genre of music? What types of communication are effective? Two outcomes from research social network theory are particularly relevant to understanding how music might diffuse through social networks. Weak tie theory (Granovetter, 1973), argues that casual or infrequent contacts within a social network (or weak ties) act as a link to unique information which is not normally contained within an entrepreneurs inner circle (or strong tie) social network. A related argument, structural hole theory (Burt, 1992), posits that it is the absence of direct links (or structural holes) between members of a social network which offers similar informational benefits. Although these two theories argue for the information benefits of casual linkages, and diversity within a social network, others acknowledge that a balanced network which consists of a mix of strong ties, weak ties is perhaps more important overall (Uzzi, 1996). It is anticipated that the network structure of the fan base for different types of artists and genres of music will vary considerably. This leads to our third research question: RQ3: How does the network structure of online social network communities impact the pattern and speed that music diffuses? The current paper is best described as theory elaboration. It will report the first exploratory phase designed to develop and elaborate relevant theory (the second phase will be a quantitative study of network structure and diffusion). We intend to develop specific research propositions or hypotheses from the above research questions. To do so we will conduct three focus group discussions of independent musicians and three focus group discussions of fans active in online music communication on social network sites. We will also conduct five case studies of bands that have successfully built fan bases through social networking sites (e.g. myspace.com, facebook.com). The idea is to identify which communication channels they employ and the characteristics of the fan interactions for different genres of music. We intend to conduct interviews with each of the artists and analyse their online interaction with their fans. Results and Implications : At the current stage, we have just begun to conduct focus group discussions. An analysis of the themes from these focus groups will enable us to further refine our research questions into testable hypotheses. Ultimately, our research will provide a better understanding of how social networks promote the diffusion of music, and how this varies for different genres of music. Hence, some music entrepreneurs will be able to promote their music more effectively. The results may be further generalised to other industries where online peer-to-peer communication is common, such as other forms of entertainment and consumer technologies.

Once Upon a Misconception : Mark Juddery's Busted [A Review]

Forget Disney's timeless tales of rags-to-riches. Princesses are the most overrated public figures of all time. Apparently. Cinderella, after all, was 'a calculating, sinister go-getter' who murdered her step-mother at the instruction of a jealous governess (88). Sleeping Beauty was raped as she slept, woken not by the wet kiss of a handsome prince, but the kick and punch of twins stirring in her belly. Over the centuries, only the pea-detecting princess has remained herself: hedonistic, melodramatic and 'still perhaps the most pampered, precious wimp in the history of fairy tales' (88). There are, however, shards of truth to be salvaged from the fractured lives of these glassy-eyed women. After all, even Princess Mary worked in real estate.

Pleasure Consuming Medicine : The Queer Politics of Drugs By Kane Race [Review]

The queer studies field works to deconstruct dominant western discourses which cast gay men as hedonistic partygoers. Concurrently it examines the real social ramifications for some gay men for whom partying, illegal drugs and casual sex is an everyday reality. Another reality of gay male culture is HIV/AIDS and the legal prescribed medicines which accompany these conditions. Pleasure Consuming Medicine: The Queer Politics of Drugs explores these realities and the discourses surrounding them. Exploring the embodiments of illegal and prescription drug users, this book problematises the binary between prescription medicine use, where drug use is configured as a matter of consumer choice, and 'illicit' drug use which is heavily policed and condemned. Returning to the gay community it reviews community approaches to safe sex and drug use, and individual practices, to demonstrate alternative approaches to condemning drug usage.

Pleasure Consuming Medicine : The Queer Politics of Drugs By Kane Race [Review]

The queer studies field works to deconstruct dominant western discourses which cast gay men as hedonistic partygoers. Concurrently it examines the real social ramifications for some gay men for whom partying, illegal drugs and casual sex is an everyday reality. Another reality of gay male culture is HIV/AIDS and the legal prescribed medicines which accompany these conditions. Pleasure Consuming Medicine: The Queer Politics of Drugs explores these realities and the discourses surrounding them. Exploring the embodiments of illegal and prescription drug users, this book problematises the binary between prescription medicine use, where drug use is configured as a matter of consumer choice, and 'illicit' drug use which is heavily policed and condemned. Returning to the gay community it reviews community approaches to safe sex and drug use, and individual practices, to demonstrate alternative approaches to condemning drug usage.

Self-gifting guilt : an examination of self-gifting motivations and post-purchase regret

Purpose Self-gifting is a performative process in which consumers purchase products for themselves. The literature to date remains silent on a determination and connection between the extents of post-purchase regret resulting from self-gifting behavior. The purpose of this paper is to examine identification and connection of self-gifting antecedents, self-gifting and the effect on post purchase regret. Design/methodology/approach This study claims the two antecedents of hedonistic shopping and indulgence drive self-gifting behaviors and the attendant regret. A total of 307 shoppers responded to a series of statements concerning the relationships between antecedents of self-gifting behavior and the effect on post-purchase regret. Self-gifting is a multi-dimensional construct, consisting of therapeutic, celebratory, reward and hedonistic imports. Confirmatory factor analysis and AMOS path modeling enabled examination of relationships between the consumer traits of hedonistic shopping and indulgence and the four self-gifting concepts. Findings Hedonic and indulgent shoppers engage in self-gifting for different reasons. A strong and positive relationship was identified between hedonic shoppers and reward, hedonic, therapeutic and celebratory self-gift motivations. hedonic shoppers aligned with indulgent shoppers who also engaged the four self-gifting concepts. The only regret concerning purchase of self-gifts was evident in the therapeutic and celebratory self-gift motivations. Research limitations/implications A major limitation was the age range specification of 18 to 45 years which meant the omission of older generations of regular and experienced shoppers. This study emphasizes the importance of variations in self-gift behaviors and of post-purchase consumer regret. Originality/value This research is the first examination of an hedonic attitude to shopping and indulgent antecedents to self-gift purchasing, the concepts of self-gift motivations and their effect on post-purchase regret.

Urban Informatics and Public Transport

The holistic urban experience we perceive when immersed in an urban context is at the heart of urban informatics. This experience encompasses all urban elements such as architecture, people, and culture. Urban informatics explores the possibilities and opportunities created by new technologies and information for enhancing the urban experience. Public transport is an essential urban experience. Everyday, urban dwellers takes public transport to commute and move between different parts of the city. Public transport serves people from all over the city and moves them through different places in the city, using different means of transportation. The nature of public transport—involving people, places, and technologies, makes it a fitting context for urban informatics interventions. There are three main aspects of the public transport experience that can readily benefit from urban informatics interventions the: pragmatic aspect, hedonistic aspect, and social aspect. From the pragmatic perspective, these interventions can help people to be more efficient and effective in taking public transport. Hedonistic-related interventions aim to bring enjoyment and fun to our mundane commute. Finally, urban informatics can strengthen the sense of community in a socially-passive context like public transport environments through adopting socially focused interventions.

Ett' varttuisi Suomenmaa : Suomalaisten kasvattaminen kulutusyhteiskuntaan kotimaisissa lyhytelokuvissa 1920-1969

The birth of the Modern Consumer Society in Finnish short films 1920-1969 The main subject of this research is Finnish short films in 1920-1969. These short films were produced by film studios for private enterprises, banks, advisory organizations, communities and the state. The evolution of short films on consumer affairs was greatly influenced by a special tax reduction system that was introduced in 1933 and lasted until 1964. The tax reduction system increased the production volumes of educational short films significantly. This study covers 342 Finnish short films, more than any other study in the field before this. The aim of this research is to examine how short films introduced Finns to modern consumer society. The cinemagoers were an excellent target group for different advisory groups as well as advertisers. Short films were used by organizations and private enterprises from very early on. In the 1920's Finns were still living in rural areas and agriculture was the dominant industry. Consumer society was still in its infancy, and the prevalent attitude to industrially produced goods was that of suspicion. From the cultural and ideological point of view the evolution of trust was one of the first steps towards the birth of the consumer society. Short films were an excellent means for helping to transform public attitudes. During the war period short films were an important means of propaganda. Short films were produced in abundance and shown for big audiences. They guided people how to survive shortages caused by the war. Even though the idea of rationalization was presented in short films somewhat in the 1920's and 1930's it became a national virtue during the war period. The idea of rationalization widened from the industry to households expecially in the late 1940's and the 1950's. New household apparati and the way in which daily chores were taken care of were presented not as luxury consumption but as a way of rationalization and saving money and effort. Banks and the advisory organizations guided the public to save their money for a specific target. Short films were use to help the public to acceps industrial goods and the notions of planning and saving. The ideological change from an agrarian society to consumer society was based on old acricultural ideas and self-sufficiency was evolved into rational and economizing consumerism. This made Finnish consumer society to value durable consumer goods and own homes. The public was also encouraged to consider their own decisions in the national context - especially after the second world war Finland laced capital, and personal savings were strongly presented as a way to help the whole nation. Modern hedonistic values were not dominant in Finland in the1950's and 1960's. Initial traces of modern hedonism can be seen in the films, but they were only marginal paths in the bigger.

A representação social do ser homem para homens heterossexuais e a vulnerabilidade para o HIV/AIDS

Introdução: A Política Nacional de Atenção Integral à Saúde do Homem surge para compreender a singularidade masculina nos seus diversos contextos socioculturais. A política trás, como um dos objetivos, promover, na população masculina, conjuntamente com o Programa Nacional de DST/AIDS, a prevenção e o controle das doenças sexualmente transmissíveis e da infecção pelo HIV. A pesquisa em tela tem por objetivo: Identificar a representação social do ser homem para homens que se referem como heterossexuais; Descrever as práticas sociais e culturais que podem levar o homem a se expor ao HIV; e Analisar a representação social do ser homem e sua relação com a vulnerabilidade para a infecção pelo HIV. Metodologia: Trata-se de uma pesquisa qualitativa, pautada na Teoria das Representações Sociais, realizada no CTA em São Gonçalo, Rio de Janeiro, com a participação de 08 sujeitos, com os quais foram desenvolvidas entrevistas semiestruturadas. Os dados foram analisados através da análise de conteúdo. Resultado: Da análise dos dados surgiram quatro categorias, quais sejam, a representação social do ser homem: imagens, comportamentos e compromissos; O homem ideal e o romantizado: caráter, sucesso, herói e imagem; o homem real: individualismo, apego às máquinas, o jeitinho masculino e a vida sexual; e o universo reificado da aids e a construção do preconceito. A ideia do homem ideal aparece para os sujeitos como aquele que pratica o que é politicamente correto e que, por sua vez, segue as normas da sociedade vigente. Para eles a masculinidade tem como desdobramento a virilidade e o homem é, por natureza, considerado como ser insaciável sexualmente. Os entrevistados apontaram para uma dimensão avaliativa do homem real, como um sujeito individualista e com práticas hedonistas e com uma prática sexual desenfreada. Contudo, a proteção pela infecção ao HIV é representada através da fidelidade conjugal, onde o comportamento sexual considerado adequado serve como imunização contra a infecção. Os sujeitos apresentaram o homem ideal como um ser romantizado, rompendo com o estereótipo que se tem do homem na sociedade, como sujeito duro, infiel e dominador. A partir do estudo constatou-se que os entrevistados possuem uma visão reificada sobre a doença e representam a aids como a doença do outro. Conclusão/Contribuições para enfermagem: A compreensão do homem na atualidade pode nos trazer novas discussões no que diz respeito à construção social do mesmo, assim como suas implicações diante das vulnerabilidades existentes para a infecção pelo HIV/AIDS, a fim de desconstruir mitos e tabus que permeiam a questão cultural do que é ser masculino, para assim, entender esse sujeito no âmbito dos serviços de saúde e trabalhar práticas sociais e sexuais masculinas saudáveis.

The fourfold serial killer in Bret Easton Elliss American Psycho

Patrick Bateman, o protagonista narrador do romance American Psycho (1991), de Bret Easton Ellis, confunde por ser rico, bonito e educado e, ao mesmo tempo, torturador, assassino e canibal. Mas esta personalidade antagônica não o torna singular. O que o particulariza são as quatro faces que ele apresenta ao longo de sua narrativa: (1) ele consome mercadorias e humanos, (2) compete para ter reconhecimento, (3) provoca horror por suas ações, e (4) não é um narrador confiável. Sendo um yuppie (termo popular usado nos Estados Unidos na década de 1980 para denominar jovens e bem sucedidos profissionais urbanos), Bateman é materialista e hedonista. Ele está imerso em uma sociedade de consumo, fato que o impossibilita de perceber diferenças entre produtos e pessoas. Sendo um narcisista, ele se torna um competidor em busca de admiração. No entanto, Bateman também é um serial killer e suas descrições detalhadas de torturas e assassinatos horrorizam. Por fim, nós leitores duvidamos de sua narrativa ao notarmos inconsistências e ambiguidades. Zygmunt Bauman (2009) afirma que uma sociedade extremamente capitalista transforma tudo que nela existe em algo consumível. Christopher Lasch (1991) afirma que o lendário Narciso deu lugar a um novo, controverso, dependente e menos confiante. A maioria das vítimas de Bateman são membros de grupos socialmente marginalizados, como mendigos, homossexuais, imigrantes e prostitutas, o que o torna uma identidade predatória, segundo Arjun Appadurai (2006). A voz autodiegética e a narrativa incongruente do protagonista, contudo, impedem que confiemos em suas palavras. Estas são as quatro faces que pretendo apresentar deste serial killer

Dilatando o corpo da arte: provocações de Um Crime Delicado na literatura e no cinema

A dissertação estuda o romance Um Crime Delicado, de Sérgio SantAnna (1996), ao filme quase homônimo, de Beto Brant (2005), tendo como principal questão a imagem do corpo no contexto sócio-cultural urbano e a sua representação na arte contemporânea. O romance de SantAnna acolhe, na urdidura ficcional, subtemas da maior relevância, tais como o lugar da deficiência física no horizonte de uma cultura hedonista, violência sexual (contra a mulher) e os poderes da crítica de arte (da autojustificação ao desvirtuamento de seus fins). A adaptação fílmica, por sua vez, introduz mudanças na obra de partida que complementam e enriquecem o romance e suas questões. No exercício comparativo, a tradicional discussão sobre as relações interartísticas (calcadas em Lessing), o culto à beleza e respectiva hostilização da feiura, os limites da exacerbação sensorial a partir do uso artístico da nudez provocaram a incorporação de outras obras de arte e de artistas à discussão de conceitos imprescindíveis: o abjeto, o contraditório, a intermidialidade. No primeiro capítulo, circunscrevemos historicamente nosso tema, focalizando a representação do corpo como lugar de multiplicação e relativização de significações; a seguir, apresentamos o painel de contradições que a sociedade excitada do século XX (Christoph Türcke, 2010) projeta sobre a questão corporal; e, para finalizar, propusemos a dilatação teórica do adágio horaciano ut pictura poesis /a poesia é como a pintura ao cinema poético (com suporte teórico de Claus Clüver, 2011, e Wolfgang Moser, 2006). Concluímos sugerindo que as intermidializações propõem novas interpretações aos textos literários, mas podem ser bem mais contundentes como formas de potenciação estética e de crítica social.

A concepção de liberdade civil utilitarista em John Stuart Mill e suas contribuições

A vida impõe decisões às pessoas o tempo todo, e as pessoas as tomam de acordo com seus valores considerando as particularidades de cada situação. Valo-res são quaisquer aspectos da decisão que sejam considerados desejáveis, indese-jáveis, relevantes e importantes como: ser preferido, desejável, agradável, promis-sor, seguro, emocionante, justo, bom, correto, fácil, incerto, etc. Com base nestes valores, entendemos que o fundamento último do utilitarismo é o princípio da maximização da felicidade. Segundo esta concepção, uma ação é considerada correta, logo válida, se ela promover maior felicidade dos implicados. A felicidade é entendida como o alcance do prazer e do bem-estar. Nesta corrente encontramos uma perspectiva eudamonista e hedonista, uma vez que tem em vista como objectivo final a felicidade que consiste no prazer. Qualquer utilitarista tem de se importar, sobretudo com a promoção da felicidade geral. A partir de Mill, a moralidade passa a ser realização de cada ser humano neste mundo, aqui e agora. O princípio de utilidade exige que cada um de nós faça o que for necessário e estiver ao seu alcançe para promover a felicidade e evitar a dor. Ao analisarmos as consequências previsíveis de uma ação, temos que considerar não apenas a quantidade, mas a qualidade de prazer que dela possa resultar. Para os utilitaristas o que importa são as consequências das ações, elas devem visar ao prazer, e somente isso permite avaliar se uma ação é correta ou não, logo é uma perspectiva consequencialista. O que importa são as consequências e não os motivos das nossas ações, desde que isso promova a felicidade ao maior número de pessoas possível. Mas, o ato só é permissível se, e apenas se, maximiza imparcialmente o bem. A filosofia Utilitarista costuma dividir seus leitores. É exaltada por alguns, que defendem o mérito de ser um ponto de vista que oferece melhores subsídios para melhor lidarmos com as questões éticas que realmente importam e estão associadas às condições que tornam possível uma vida feliz e se possível, isenta de sofrimentos. Por outro lado, há aqueles que apontam para o perigo de uma filosofia que estima a qualidade moral de ações levando em consideração apenas as suas consequências. Esta corrente não é uma escola filosófica, uma vez que se trata de uma filosofia que constantemente se reinventa e se adapta a fim de ir sempre ao encontro de novos desafios que uma ética não pode deixar de enfrentar.

Velhice na cultura contemporânea: um estudo sobre a perda emocional profunda

A velhice é uma etapa da vida marcada por múltiplas perdas simbólicas e/ou concretas que, embora se apresentem inelutáveis e façam parte integrante do ciclo da vida, são, para o sujeito que as vivencia, experiências penosas que obrigam a novas formas de existir. As sociedades contemporâneas, sociedades hedonistas onde a morte é tabu e o tempo um bem precioso, condicionam amplamente a forma como as pessoas idosas, especialmente as institucionalizadas, lidam com a perda, uma vez que este processo implica a aceitação de uma nova vida e a (re)estruturação da identidade própria. Não alheias ao condicionamento social, a cultura e as mundividências culturais afetam, de forma decisiva, o modo como a adaptação à perda decorre na quotidianidade das instituições de acolhimento para pessoas idosas. A presente investigação, elaborada no âmbito dos Estudos Culturais, assume um carácter qualitativo, com contornos etnográficos, e analisa 15 “mini-histórias” de vida de indivíduos com mais de 75 anos de idade, residentes em estruturas residenciais, e que sofreram uma perda emocional profunda por morte do cônjuge, já na idade adulta avançada. Num momento em que a institucionalização permanente em estruturas de acolhimento é uma das respostas sociais mais utilizadas pelos indivíduos idosos e suas famílias, procuramos, com este estudo, conhecer as condições críticas presentes na interiorização de um perfil adaptativo ou não adaptativo à perda e que, consequentemente, condicionam a forma como se mobilizam as respostas adaptativas na (re)composição do quotidiano do sujeito idoso enlutado.

De l’aller-retour au point de non-retour : Étude comparative de l’expérience interculturelle et du sentiment d’épuisement culturel des expatriés occidentaux en Inde

Afin de saisir le contexte du phénomène de l’expatriation d’Occidentaux en Inde, nous relevons d’abord certains traits de la modernité occidentale, tels le sentiment d’aliénation, le tournant subjectiviste, la globalisation et les principaux mythes-modèles de l’Inde qui circulent dans les pays occidentaux et donnent naissance aux projets d’expatriation. Une approche expérientielle facilite la compréhension de l’expatriation telle qu’elle est vécue par les acteurs. La collecte de données ethnographiques permet de saisir ces expériences à partir de récits recueillis dans trois zones frontière : 1) à Rishikesh, auprès d’expatriés spirituels; 2) à Calcutta, auprès d’expatriés humanitaires; 3) à Goa, auprès d’expatriés hédonistes-expressifs cherchant à améliorer leur style de vie. Ces données ethnographiques sont présentées dans trois chapitres distincts. Un chapitre comparatif met ensuite en relief quelques points de convergence dans l’expérience des expatriés, soit l’insertion locale au sein de communautés spécifiques, fortement associées à des mythes-modèles de l’Inde; le renouveau identitaire découlant de l’expérience interculturelle; et finalement, l’impact du transnationalisme sur la consolidation du malaise face à la modernité. La discussion théorique présente les solutions mises en branle par les expatriés pour tempérer leur malaise par rapport à l’Occident, soit : 1) l’engagement en profondeur dans un mode de vie permettant de se réaliser selon ses propres aspirations; 2) le regroupement par affinités et l’adoption d’un rôle social clair; 3) l’affranchissement de la pression sociale et l’adoption de pratiques transnationales permettant de préserver une continuité affective avec les proches tout en endossant un statut d’étranger. L’étude révèle aussi qu’on ne peut faire abstraction de l’histoire des relations de l’Occident avec le sous-continent pour comprendre les relations interculturelles des expatriés occidentaux avec les Indiens locaux. Enfin, les privilèges socioéconomiques des Occidentaux en Inde sont clairement identifiés comme étant une condition essentielle de leurs projets d’expatriation, ceux-ci étant néanmoins motivés principalement par un sentiment d’épuisement culturel face à l’Occident et à son mode de vie. Faisant suite à l’analyse des points de vue critiques sur la modernité (renforcés par l’expérience d’altérité), la thèse s’achève sur l’évocation de quelques pistes de recherche pour une anthropologie de l’Occident, tout en interrogeant, implicitement, le projet anthropologique.

Role of social pressure as a key contributor of materialism and related status consumption

“At resale stores I have seen brand new clothes with original price tag still hanging from the sleeve. Some children have so many toys that they stay frustrated, not knowing which one to pick up for their next amusement. Presumably sensible adults trade in perfectly good cars just to have something shinier and newer. Didn’t us once live productive normal lives, without all these gadgets” [Cunningham (2005)]. During late eighties, nearly forty four percent of the participants, who took part in a consumer survey conducted in the US, responded positively to the question “My closets are filled with still 2 unopened items” [Faber and O’Guinn (1988)]. Reading such excerpts does not greatly surprise us anymore; as such reports have become common now. For many people shopping has moved beyond something that caters to their needs and wants and has become a hobby [Cunningham (2005)], an activity that they engage in to satisfy their hedonistic or pleasure-seeking goals [Ramnathan and Menon(2006), O’Cass and McEween (2004), Faber and O’Guinn (1989)]. Others look at their new possession as something that fills a void in their lives [Belk (1985), Diener et al. (1993)].