Postmodern Paradoxes in Thai Consumer Identity

This paper draws on subjective introspections of a Thai national to explore some of the paradoxes of consumer identity for Thais. The paper argues that postmodern consumer culture theory posits identity as a fragmented concept de-coupled from fixed reference points such as class, gender and geography, and that this offers some degree of resonance with the Buddhist influenced notion of identity. By exploring some of the contradictions this idea raises the paper seeks to open up new perspectives on identity and consumer culture with an Asian standpoint within a globalised context.


Amy Tiwsakul and Chris Hackley (2011) ,"Postmodern Paradoxes in Thai Consumer Identity", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 593.


Amy Tiwsakul, University of Surrey, UK
Chris Hackley, Royal Holloway, University of London, UK


E - European Advances in Consumer Research Volume 9 | 2011

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