Governing Consumers Through Freedom

In this conceptual paper we provide a critical perspective on the newly emerging logic of co-creation within marketing and consumer research. The aim of the paper is to discuss the premises and consequences of co-creation by framing it as an emerging branding paradigm. In doing so, we problematise the idea of the consumers as productive agents in the process of brand value creation. We argue that co-creation, despite its promising aspects, is a novel form of branding paradigm that seeks to control and govern the consumers in the name of freedom.


Jon Bertilsson and Cecilia Cassinger (2011) ,"Governing Consumers Through Freedom ", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 412-416.


Jon Bertilsson, sweden
Cecilia Cassinger, sweden


E - European Advances in Consumer Research Volume 9 | 2011

Share Proceeding

Featured papers

See More


The Self-Perception Connection: Why Consumers Devalue Unattractive Produce

Lauren Grewal, Dartmouth College, USA
Jillian Hmurovic, University of Pittsburgh, USA
Cait Lamberton, University of Pittsburgh, USA
Rebecca Walker Reczek, Ohio State University, USA

Read More


Thou Shalt Not Look! When Processing the Odds Visually Biases Gambling Behavior

Rod Duclos, Western University, Canada
Mansur Khamitov, Nanyang Technological University, Singapore

Read More


Beyond Subjectivity: Competing Governance Regimes and the Socio-Material Construction of Rational Consumer Action

Lena Pellandini-Simanyi, Università della Svizzera Italiana

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.