Negotiating the Merger of Contrasting Consumer Cultures: Ideological Myth and Identity.

Benjamin J. Hartmann, University of Gothenburg, Sweden
Katja H. Brunk, European University Viadrina, Frankfurt (O), Germany
This article explores the processes at play in an institutionally-induced merger of two consumer cultures with contrasting ideological grids. Using qualitative empirical material, we elucidate the role of ideological myths and mythologization processes that undergird consumption and identity projects in the negotiation of consumer cultures.
[ to cite ]:
Benjamin J. Hartmann and Katja H. Brunk (2015) ,"Negotiating the Merger of Contrasting Consumer Cultures: Ideological Myth and Identity.", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 358-363.