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Depression And Consumption Habits: A Cross-Cultural Study

Journal of Consumer Marketing

Daniela Gomes Alcoforado, Francisco Vicente Sales Melo, Alcoforado Gomes Alcoforado


This paper aims to explore the interplay between consumption and depression through a cross-cultural study conducted in Brazil and Germany. Design/methodology/approach data collection was conducted through an online survey.Beck Depression Inventory (BDI) was used to assess depression levels from a sample of 1,627 respondents (759 Germans and 868 Brazilians). Descriptive statistics, multiple linear regression and Mann–Whitney U tests were applied. Cultural characteristics are relevant in the consumption-depression interplay. The authors identified marketplace resources and stressors consisting of products categories that influence the depression level of the depressed consumer. Additionally, individuals with some level of depression presented different consumption habits than those without. A table summarizing the findings is presented at the end of the paper. Marketplace measures have an active role in mitigating or increasing depression levels. Thus, consumption can also be used as a transformative tool to benefit the lives of depressive individuals. This study contributes to the discussion that consumption impacts the daily lives of people with depression and provides recommendations on how to adapt consumption habits to help depressive individuals optimize their quality of life and well-being.This paper contributes empirically and theoretically to the discussion of mental health and consumption and introduces innovative consumption categories (from daily life) that are incipient in previous literature.

Depression, Consumption, Marketing, Culture, Cross-Cultural, Consumer Behavior, Mental Health


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