The Construction of the Individual Consumer-Citizen and the Commodification of Risk

Can Uslay, Chapman University, USA
Gokcen Coskuner-Balli, Chapman University, USA
Dhruv Bhatli, University of Paris, France
The article examines the seemingly paradoxical pattern of increased risk management and increased risk consumption in postindustrial societies. We connect the construction of the individualist consumer citizen to the commoditization of risk and investigate consumers’ conceptualizations, experiences and justifications of consumption practices that are deemed "not safe."
[ to cite ]:
Can Uslay, Gokcen Coskuner-Balli, and Dhruv Bhatli (2011) ,"The Construction of the Individual Consumer-Citizen and the Commodification of Risk", 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: 202-203.