The Dynamics of Post Millennium Consumer Utopia: Pluralism, Personalization, Participation and Personification

The research travels across time to provide new insights towards consumers' Utopian constructions in the post millennium world. It seeks to understand evolution of ‘perfect worlds’ in consumers’ mind from the perspective of individual vs. collective dreams in society. Keeping a constant ‘sense of place’ (as cinema and consumption of entertainment products) - a content analysis depicts the evolution of consumers’ Utopian constructions. Further, Netnography highlights the level of engagement towards self and collective utopia. The findings, presented via research theme, discuss the evolution of utopia from static to dynamic state.



Citation:

Prashant Saxena (2011) ,"The Dynamics of Post Millennium Consumer Utopia: Pluralism, Personalization, Participation and Personification", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 608-610.

Authors

Prashant Saxena, National University of Singapore, Singapore



Volume

E - European Advances in Consumer Research Volume 9 | 2011



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