How Do Postconsumers Navigate the Multiple Orders of Contemporary Consumer Society? Emotion and Reason in Young Consumers’ Narratives of Consumerism

The paper focuses on the ways in which young consumers construct and negotiate their consumer identities by drawing from two different cultural models of consumerism: a puritan model of the rational consumer and a hedonist model. The objective is to discuss and elaborate empirically on the tensions that arise from the simultaneous availability of two conflicting models of consumerism, and on the ways in which postconsumers deal with these tensions in constructing their identities. Our analysis reveals how young consumers navigate the social orders by constructing their identities through three models of consumerism: traditional rationalist, rational hedonist and masculine hedonist.



Citation:

Minna Autio, Johanna Moisander, and Shania Määttälä (2011) ,"How Do Postconsumers Navigate the Multiple Orders of Contemporary Consumer Society? Emotion and Reason in Young Consumers’ Narratives of Consumerism ", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 602-604.

Authors

Minna Autio, University of Helsinki, Finland
Johanna Moisander, Aalto University School Of Economics, Finland
Shania Määttälä, Aalto University School Of Economics, Finland



Volume

E - European Advances in Consumer Research Volume 9 | 2011



Share Proceeding

Featured papers

See More

Featured

Indigenous Trust and Readiness Towards Development

Ding Hooi Ting, Universiti Teknologi PETRONAS
Chin Chuan Gan, Sunway University
Amir Zaib Abbasi, Capital University of Science and Technology
Sohel Ahmed, Universiti Teknologi PETRONAS

Read More

Featured

Trust in the Holy or the Material: The Combined Impact of Religiousness and Materialism on Life Satisfaction

Kelly Gabriel, Vilanova University, USA
Aronte Bennett, Vilanova University, USA

Read More

Featured

Born to Shop? A Genetic Component of Deal Proneness

Robert M Schindler, Rutgers University, USA
Vishal Lala, Pace University
Jeanette Taylor, Florida State University

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.