Contested Consumption in Everyday Life

Marius K. Luedicke, University of Innsbruck, Austria
Markus Giesler, York University, Canada
This article introduces the concept of “contested consumption,” a set of mundane antagonistic social practices not yet explored by consumer culture theorists. Contested consumption refers to a multitude of discursive behaviors that consumers apply for challenging the legitimacy of each other’s consumption choices, behaviors, and ideologies. Using the Hummer brand of vehicles as empirical context, ethno- and netnographic methods for data collection, and hermeneutic reading for data analysis, we reveal the cultural tensions and empirical practices of contested consumption and discuss their theoretical implications.
[ to cite ]:
Marius K. Luedicke and Markus Giesler (2008) ,"Contested Consumption in Everyday Life", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 812-813.