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Following on from "The Why of Consumption," this book examines motivational factors in diverse consumption behaviours. In a world where consumption has become the defining phenomenon of human life and society, it addresses the effects of critical life events on consumption motives, and the sociological and intergenerational influences on consumer motives and preferences. Its cross-disciplinary approach brings together some of the leading scholars from diverse subject areas to examine the central question about consumption: 'why?' The topics include: the interplay between the heart and the mind in what consumers desire; hedonic, utilitarian, and variety-seeking motives; implications of a promotion versus prevention focus in consumer decision-making; motives for engaging in socially undesirable consumer behaviours; how individual consumers, communities and cultures come to value brands, fashion goods, and objects of art; and inter-generational as well as information age influences on the motives underlying consumers' identities, both present and future. This is a unique and invaluable contribution to the area, and an essential asset for all those involved in researching, teaching or studying consumption and consumer behaviour.