Previous Chapter Chapter 22: Another Consumer Culture Theory. An ANT Look at Consumption, or How ‘Market-things’ Help ‘Cultivate’ Consumers Next Chapter

Franck Cochoy & Alexandre Mallard

In: The SAGE Handbook of Consumer Culture

Chapter 22: Another Consumer Culture Theory. An ANT Look at Consumption, or How ‘Market-things’ Help ‘Cultivate’ Consumers

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Another Consumer Culture Theory. An ANT Look at Consumption, or How ‘Market-things’ Help ‘Cultivate’ Consumers
Another Consumer Culture Theory. An ANT Look at Consumption, or How ‘Market-things’ Help ‘Cultivate’ Consumers
Franck CochoyAlexandre Mallard
Introduction

For more than forty years now, the field of consumer research has experienced an endless controversy about who and what consumers are, how they think and act, and how they should be studied. The main dispute opposes (on the one hand) the views of economists and psychologists, who conceive consumers as rational individual agents, possibly subject to various cognitive biases, and (on the other hand) the theories of other social scientists and marketing analysts, who insist on the importance of situated practices and consumer culture (Arnould and Thompson, 2005). However, both views implicitly ...

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