Iconoclasm, Autotelicity, Narcissism, and Cool Beyond Distinction

Soonkwan Hong, Michigan Technological University, USA
Multi-layered data collected from the X Games events facilitate the understanding of a new mechanism of distinction-making. Consumers in the context tend to be iconoclastic, narcissistic, and naturalistic distinction-makers with their new currency for distinction. Consumers’ agentic translation of the quintessence of distinction into cool-hunting is theoretically illuminated in relation to the “trickling-up” logic of distinction and co-optation.
[ to cite ]:
Soonkwan Hong (2011) ,"Iconoclasm, Autotelicity, Narcissism, and Cool Beyond Distinction", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.