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Anti-consumption discourses and consumer-resistant identities

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  • Cherrier, Hélène
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    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.

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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 62 (2009)
    Issue (Month): 2 (February)
    Pages: 181-190

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    Handle: RePEc:eee:jbrese:v:62:y:2009:i:2:p:181-190

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    Web page: http://www.elsevier.com/locate/jbusres

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    Keywords: Consumer resistance Identity Voluntary simplicity Culture jamming;

    References

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    1. Binswanger, Mathias, 2006. "Why does income growth fail to make us happier?: Searching for the treadmills behind the paradox of happiness," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, Elsevier, vol. 35(2), pages 366-381, April.
    2. Holt, Douglas B, 2002. " Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 29(1), pages 70-90, June.
    3. Firat, A Fuat & Venkatesh, Alladi, 1995. " Liberatory Postmodernism and the Reenchantment of Consumption," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 22(3), pages 239-67, December.
    4. Thompson, Craig J & Locander, William B & Pollio, Howard R, 1989. " Putting Consumer Experience Back into Consumer Research: The Philosophy and Method of Existential-Phenomenology," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 16(2), pages 133-46, September.
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    Cited by:
    1. Wiedmann, Klaus-Peter & Hennigs, Nadine & Pankalla, Lars & Kassubek, Martin & Seegebarth, Barbara, 2011. "Adoption barriers and resistance to sustainable solutions in the automotive sector," Journal of Business Research, Elsevier, Elsevier, vol. 64(11), pages 1201-1206.
    2. Vallaster, Christine & von Wallpach, Sylvia, 2013. "An online discursive inquiry into the social dynamics of multi-stakeholder brand meaning co-creation," Journal of Business Research, Elsevier, Elsevier, vol. 66(9), pages 1505-1515.
    3. Murat Hakan Altintas & Bahar F. Kurtulmusoglu & Hans Ruediger Kaufmann & Serkan Kilic, 2013. "Consumer boycotts of foreign products: a metric model," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 15(34), pages 485-504, June.
    4. Millan, Elena & De Pelsmacker, Patrick & Wright, Len Tiu, 2013. "Clothing consumption in two recent EU Member States: A cross-cultural study," Journal of Business Research, Elsevier, Elsevier, vol. 66(8), pages 975-982.
    5. Sussan, Fiona & Hall, Richard & Meamber, Laurie A., 2012. "Introspecting the spiritual nature of a brand divorce," Journal of Business Research, Elsevier, Elsevier, vol. 65(4), pages 520-526.
    6. Banbury, Catherine & Stinerock, Robert & Subrahmanyan, Saroja, 2012. "Sustainable consumption: Introspecting across multiple lived cultures," Journal of Business Research, Elsevier, Elsevier, vol. 65(4), pages 497-503.
    7. Thomas Anker & Peter Sandøe & Tanja Kamin & Klemens Kappel, 2011. "Health Branding Ethics," Journal of Business Ethics, Springer, Springer, vol. 104(1), pages 33-45, November.

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