Using Theories of Consumer Behavior in the Search for the Meaning of Life

Abstract

This paper overviews classical traditional theories of consumer behavior and demonstrates their application in an introspective exercise to help students formulate a philosophy of life, with encouragement to adopt a God-centered worldview centering not on shallow personal values (e.g., material goods, pleasure, status, etc.) but rather on Christ’s values: loving and serving others, thereby loving and serving God. Students visualize what living life according to each of these theories and values entails. This demonstrates the theories’ personal relevance despite their flawed worldviews, and it assists students in becoming more enlightened human beings who live a purpose-driven life, pursuing God rather than shallow values that become idols.