Consumer Culture Theories of the Consumer and Developing New Conceptualizations

Ahir Gopaldas, York University, Canada
This article surveys how consumer culture theorists have variously conceptualized the consumer (e.g., consumer as relationship partner, community member, structured agent, etc.) and explains how and why junior scholars could and should develop new conceptualizations of the consumer to answer recurring calls for ‘new perspectives’ in marketing theory and practice.
[ to cite ]:
Ahir Gopaldas (2011) ,"Consumer Culture Theories of the Consumer and Developing New Conceptualizations", 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: 203-204.