Discourse, Identity and Marketplace Institutions

This paper examines the ways in which market exchanges offer antique dealers resources for the creation and expression of identity. Analysis of interviews with 16 UK antique dealers found that they typically drew on discourses of taste and aesthetics, and of morality and care, to manage their identities. In closing the paper argues for a fuller application and conceptualisation of ‘discourse’ within marketing and consumer research. The author suggests that the hitherto underused concept of ‘marketplace institutions’ might help to understand how discourses and identities are thoroughly embedded in the marketplace.


Elizabeth Parsons (2011) ,"Discourse, Identity and Marketplace Institutions", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 51-52.


Elizabeth Parsons, Keele University, UK


E - European Advances in Consumer Research Volume 9 | 2011

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