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Representations of vintage consumption

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  • Tesio, Pauline
  • Kessous, Aurélie
  • Valette-Florence, Pierre

Abstract

Vintage consumption is expanding rapidly across Western markets, yet remains conceptually underdeveloped. While existing research views it through identity lenses, researchers often isolate the needs for differentiation or assimilation, overlooking their coexistence. Drawing on Optimal Distinctiveness Theory (Brewer, 1991), this paper explores vintage consumption through its affective, cognitive, spatial, temporal, and social representations. Using a multimethod qualitative approach, we conduct two studies with French vintage consumers. Study 1 identifies four conscious perceptions of vintage via semiotic analysis: Classic, Proximal, Exchange, and Alternative Vintage. Study 2, based on the Album On Line method, reveals affective and cognitive nonconscious representations that shape vintage-related social identity through themes of generativity, resistance, and collective memory. We offer a new conceptualization of vintage consumption as a dual identity expression, reflecting both assimilation and differentiation needs. This research contributes to the literature on vintage by showing how vintage consumption represents social-self and self-differentiation through mass-market resistance.

Suggested Citation

  • Tesio, Pauline & Kessous, Aurélie & Valette-Florence, Pierre, 2026. "Representations of vintage consumption," Journal of Business Research, Elsevier, vol. 206(C).
    • Handle: RePEc:eee:jbrese:v:206:y:2026:i:c:s0148296325007477
    DOI: 10.1016/j.jbusres.2025.115924
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