Wait... Was I Supposed to Grow Up? Consumers' Adventures in Wonderland

Mathieu O. Alemany, CERGAM, Aix Marseille University, France
“Consumers’ adventures in Wonderland” reveals the influence of the inner child on behavior. By using a hermeneutic approach, I highlight an aspect of postmodern consumer that has never been studied in consumer research yet and puts forward what we can call “the reign of Homo puer” in consumer society.
[ to cite ]:
Mathieu O. Alemany (2013) ,"Wait... Was I Supposed to Grow Up? Consumers' Adventures in Wonderland", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.