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Critical theory and consumer marketing

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  • Alvesson, Mats

Abstract

This paper draws upon Critical Theory, especially the Frankfurt School, and advocates a critically oriented marketing theory which breaks away from the technicist preoccupations dominating much of traditional marketing science. The conventional assumption of marketing as being in the business of need satisfaction is rejected, and a case is made for research which draws attention to the way marketing processes and techniques create biases towards consumption and distort the individual's chances of sorting out what needs and wishes are important. Two new metaphors for marketing theory are suggested: marketing as mystification and marketing as cultural doping.

Suggested Citation

  • Alvesson, Mats, 1994. "Critical theory and consumer marketing," Scandinavian Journal of Management, Elsevier, vol. 10(3), pages 291-313, September.
    • Handle: RePEc:eee:scaman:v:10:y:1994:i:3:p:291-313
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    Cited by:

    1. Prasad, Ajnesh & Holzinger, Ingo, 2013. "Seeing through smoke and mirrors: A critical analysis of marketing CSR," Journal of Business Research, Elsevier, vol. 66(10), pages 1915-1921.
    2. Fanny Reniou & Fabrice Larceneux & Béatrice Parguel & Florence Benoît-Moreau & Elisa Monnot, 2014. "Recherche et implications en marketing : l’intégration du développement durable," Post-Print hal-01330690, HAL.
    3. Szmigin, Isabelle & Gee, Veronica, 2017. "Mystification and obfuscation in portion sizes in UK food products," Journal of Business Research, Elsevier, vol. 75(C), pages 176-184.
    4. Shaw, Michael & Nowicki, Andrew, 2018. "Zebra crossings," Australasian marketing journal, Elsevier, vol. 26(4), pages 310-314.
    5. Lowe, Sid & Rod, Michel, 2018. "Academic spin doctoring: The incommensurability debate as a scholarly war fantasy," Australasian marketing journal, Elsevier, vol. 26(4), pages 307-309.
    6. O'Malley, Lisa & Prothero, Andrea, 2004. "Beyond the frills of relationship marketing," Journal of Business Research, Elsevier, vol. 57(11), pages 1286-1294, November.

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