The Faces of the New Consumer (1990-2010) – a Governmental Process?

A genealogic approach reveals the three major faces of the new consumer that have emerged during the last twenty years throughout marketing discourses. The paper then shows how these faces interact to present a picture of the structure of consumers’ competencies: individualistic competencies of dialogue are combined with hedonistic competencies of play and with creative competencies of resources integration. It concludes on the existence inside these marketing discourses of a governmental process that puts pressure on today’s citizens of our world to see and think of themselves in the first place as consumers.


Bernard Cova and Veronique Cova (2011) ,"The Faces of the New Consumer (1990-2010) – a Governmental Process?", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 467.


Bernard Cova, Euromed Management Marseille, France
Veronique Cova, Université Paul Cezanne Aix-Marseille 3, France


E - European Advances in Consumer Research Volume 9 | 2011

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