Beyond the Social System: Understanding Markets As Consumers

Markus Giesler, York University, Canada
Through a multi-year investigation of the World Economic Forum in Davos, Switzerland, I challenge the dominant perspective on markets as social systems and offer an alternative model of markets as consumers.
[ to cite ]:
Markus Giesler (2012) ,"Beyond the Social System: Understanding Markets As Consumers", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 129-133.