Anti-consumption discourses and consumer-resistant identities

Cherrier, H 2009, 'Anti-consumption discourses and consumer-resistant identities', Journal of Business Research, vol. 62, no. 2, pp. 181-190.

Document type: Journal Article
Collection: Journal Articles

Title Anti-consumption discourses and consumer-resistant identities
Author(s) Cherrier, H
Year 2009
Journal name Journal of Business Research
Volume number 62
Issue number 2
Start page 181
End page 190
Total pages 10
Publisher Elsevier
Abstract This article presents the analysis of two dominant anti-consumption discourses (the voluntary simplicity discourse and the culture jammer discourse) to show the importance of anti-consumption practices in the construction of consumer identities. Specifically, two consumer-resistant identities are presented: a hero identity and a project identity. Each resistant identity is produced by, and produces, overreaching cultural discourses against consumer culture, namely resistance to exploitative consumption and resistance to positional consumption. In addition, each identity expresses resistance either in terms of political consumption for an outer change or in terms of creative consumption directed toward an inner change. By stressing the importance of hero resistant identities and project resistant identities, this article offers the concept of identity formation as central rather than peripheral to the development of consumer resistance.
Subject Marketing not elsewhere classified
Keyword(s) Consumer resistance
Culture jamming
Voluntary simplicity
DOI - identifier 10.1016/j.jbusres.2008.01.025
Copyright notice © 2008 Published by Elsevier
ISSN 0148-2963
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Citation counts: TR Web of Science Citation Count  Cited 166 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 137 times in Scopus Article | Citations
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