In Pursuit of Balanced Perspective on Consumer Agency and the Power of the Social: Discourse Theory of Laclau and Mouffé For Consumer Research

Hyun Jeong Min, University of Utah, USA
Debra Scammon, University of Utah, USA
The debate of consumers as agents versus dupes has been widely discussed in the literature of social sciences and consumer research (Arnould 2007; Schor 2007). To accommodate the need to balance between consumer agency and structuring power of the social, we draw on the discourse theory of Laclau and Mouffe. After introducing the discourse theory of Laclau and Mouffe we offer the implications of Laclau and Mouffe’s theory for consumer research.
[ to cite ]:
Hyun Jeong Min and Debra Scammon (2011) ,"In Pursuit of Balanced Perspective on Consumer Agency and the Power of the Social: Discourse Theory of Laclau and Mouffé For Consumer Research", 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.