Consumer Culture Theory by John Schouten, Diane Martin, Russell W. Belk

By John Schouten, Diane Martin, Russell W. Belk

The chapters during this quantity were chosen from the easiest papers offered on the ninth Annual client tradition concept convention held on the domestic of Aalto collage in Finland in June 2014. The topic of the convention used to be Mapping patron tradition. the varied interpretive examine and thought represented during this quantity offers the reader with intellectually stimulating possibilities to envision the intersections among numerous theories and techniques that signify the leading edge in client examine. those experiences draw on an array of qualitative methodologies together with ethnography, netnography, narrative and visible research, phenomenology, and semiotics. The sizeable issues characterize an important concerns for our instances together with figuring out and navigating cultural range and cultural views on co-creating marketplace price.

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Where possible, interviews were conducted in participants’ home to enable “show and tell” with regards to products. There was a focus on brands in the interview, as brands are the ultimate signifier in a postmodern setting (Baudrillard, 1998). The researcher (the first author) was casually acquainted with the male participants; she had some prior understanding of their social context and actions, and some mutual trust had already been developed, lending richness to the data. The researcher was not previously acquainted with the female participants, but efforts to build rapport were aided by the researcher’s prior experience as a student in the institution and familiarity with its particular cultural milieu.

We explore these themes in the context of emerging adult identity projects given arguments about increasing narcissism in younger generations. 1108/S0885-211120140000016002 35 36 ALIETTE LAMBERT ET AL. scores À we conduct in-depth interviews to explore their identity projects, narcissistic traits, and brand relationships. Findings À Through idiographic analysis, we find that those with lower narcissistic tendencies seem to have a communal orientation to both people and brands, whilst those with greater narcissistic tendencies tend to be individualistic and agentic.

18 STEPHEN BROWN 3. This quip was greeted with silence, I’m sorry to say. I guess people must have forgotten about The Omen, starring Gregory Peck and Lee Remick, where the seemingly beatific yet utterly diabolical little boy was called Damien. The name was tainted for decades thereafter. Ever get the feeling you’re getting old? 4. Please note, my presentations aim to be allusive and ambiguous rather than focussed and factual. I don’t believe in ramming messages down the audience’s throat, or making “points” for that matter.

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