Consuming ‘Media Trash:’ When “Bad” Becomes “Good”

Bjoern Bohnenkamp, University of Muenster, Germany
Caroline Wiertz, Cass Business School, UK
Thorsten Hennig-Thurau, University of Muenster, Germany
Using a multi-method approach, we explore the concept of “media trash” and investigate why consumers with different levels of cultural capital seek the consumption of these particular media offers despite or even because of their questionable quality.
[ to cite ]:
Bjoern Bohnenkamp, Caroline Wiertz, and Thorsten Hennig-Thurau (2012) ,"Consuming ‘Media Trash:’ When “Bad” Becomes “Good”", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1035-1036.