What Not to Wear?: Consumer Government in Wardrobe Self-Help

Annu Markkula, Aalto University School of Economics, Finland
Ilona Mikkonen, Aalto University School of Economics, Finland
Handan Vicdan, Eastern Kentucky University, USA
Government as a theoretical concept has recently been applied to marketing and consumer research. This paper illustrates consumer government in the context of wardrobe self-help (WSH), arguing that despite challenging the idea of the cultural value of clothing as perishable, WSH cannot be perceived as only liberating and empowering.
[ to cite ]:
Annu Markkula, Ilona Mikkonen, and Handan Vicdan (2011) ,"What Not to Wear?: Consumer Government in Wardrobe Self-Help", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 573-574.