Consumerism has also been associated with the increase of material wealth of the American public, the depersonalization of shopping, and the support of prominent political figures (Bloom, 2001). It has also been defined as a theory that a progressively greater consumption of goods is economically beneficial (Emerald, 2004). Increase in material wealth leads to increase in consumption and lack of consumption restraint is an indication of consumerism (Shehryar, Landry & Arnold, 2001). This gave rise to feelings of guilt, anxiety, frustration and loss of control. This in turn led to massive consumer debts and global resource depletion. It can thus be argued that consumerism, associated with affluence, has detrimental effect on the individual and the society, and has caused economic and moral deterioration.
Consumption is meaningful in today’s culture to the extent that the postmodern world is defined by consumption (Neilson & Paxton, 2010). Household consumption has grown excessively in the last 50 years which is evident from the considerable expansion in the places that consumers can choose to consume. The greed for consumption is responsible for directing human lives through their daily activities and dictating their long-term life goals. Studying the trends in consumer attitudes and opinions and examining the potential resource mobilization skills of the individual organizations making up the organization help in predicting the future of consumerism (Bloom, 2001). However, cultural shifts in the past decades are also responsible for the changes in consumer buying behavior (Shehryar, Landry & Arnold, 2001).
Demand for non-essential items increased but only the affluent could afford to purchase them (Emerald, 2004). It is not known whether consumerism occurs naturally or spontaneously. However, it was felt that continual promotion and reinforcement could stimulate the desire to purchase the non-essential items. Through the use of