Sri Lanka Journal of Marketing

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Integrative Functioning Between Consumerism and Consumer Behaviour: A Controversial Insight into Morals in Markets
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2020) Ubayachandra, E. G.; Eldeniya, N. C.; Sanjanana, V.
Having associated the knowledge of the emancipatory concept, consumerism and consumer behavior in literature, the authors viewed to pen this synoptic concept paper in the hope of facilitating those who are interested in doing research studies on these two phenomena. The paper particularly stresses the business morality and consumer well – being to be adopted and enriched. In this respect, owing to lack of comprehensive literature on practicing aspect of consumerism, a rigorous search had to be made in respect of seeking for knowledge of this phenomenon with the aid of respective terminologies, dictionaries and other related documentary evidences from which knowledge of consumer behavior was also yielded. Accordingly, the authors endeavored to extract essential conceptual views alleged with regard to consumerism and consumer behavior and next in the light of those views, the ascertainment was justified. The key purpose of this work is to accommodate the readers to steer toward a controversy or discord in respect of current consumers’ dissonant behavioral patterns including probable myopic behaviors and the safeguard given via consumerism in the global context. Thus, it is the belief that this paper may provide a room for those who have intention for engaging in research studies on this particular field in future.
Socialization of Consumers: A Phenomenological Review
(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2017) Ubayachandra, E. G.; Eldeniya, N. C.
In the field of marketing, the object, socialization of consumers subjected to the discussion made in this concept paper bears a timely significance due to the fact that now the time has come to make a commentary on the contradicting behavior of today’s certain dynamic, complex and in certain cases irrational and impulsive individuals dealing in the arena of market. Having made a rigorous search of respective literature, the authors intended to select some more important conceptual implications given in respect of considering phenomenon. Therefore, this attempt may look like crossing certain respective scholars’ threshold. Though some say existing studies relevant to socialization of consumers have focused on traditional antecedents and parties of the socialization, since those interpretations have somewhat valid nature in making a rigorous review of consumer decision making role, the review made here was extended to each indication of accepted studies. In introducing holistic and comprehensiveperspectives relevant to considering phenomenon, one can base the implications given by prevailing body of knowledge as a corner stone. Based on this view, this paper was outlined to allege meaning of the socialization of consumers, fundamentals of socialization theory, different definitions relevant to socialization of consumers, deviant and compulsive consumer behavior, antecedents of socialization of consumers and different parties of consumer socialization etc. It was found here that social media, mass media, families and peer groups have become key platforms in getting consumers socialized. Furthermore, it was identified that demographics, personality traits and structural variables also play a vital role in socializing consumers. Of them a dominant influence is made by personality traits here.