An Overview of Postmodern Research in the Consumer Behaviour Field: Towards the “New Consumer” Paradigm

The objective of this paper is to provide an overview of the research based on the Consumer Culture Theory that will help us to understand the new forms of the consumption experiences. This will provide us with a conceptual framework to define the new status of the consumer in the marketing literature and therefore understand the paradigm of the “new consumer”. Indeed, we can notice in the recent research in the consumption field the evolution of the consumer representations in the consumer behaviour literature since the consolidation of the multidisciplinary approach based on CCT. This article reviews the extensive, multidisciplinary body of French and international literature relating to consumer behaviour studies. The key outputs of this paper showed that the main behaviours of the “new consumer” might be defined according to different categories such as: experiential and hedonistic behaviour, digital and competent behaviour, paradoxical behaviour, responsible, and ethic behaviour, co-production and participative behaviour, empowerment, do-it-yourself behaviour. These concepts mainly derived from the CCT philosophy highlight the transformation of the consumer status: from a passive role to an increasingly active role within his consumption experiences.


Wided Batat (2011) ,"An Overview of Postmodern Research in the Consumer Behaviour Field: Towards the “New Consumer” Paradigm ", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 304-312.


Wided Batat, University of Lyon 2, France


AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011

Share Proceeding

Featured papers

See More


Paying to Be Social? How Materialism Shapes Spending on Friends

William Ding, Washington State University, USA
David Sprott, Washington State University, USA
Andrew Perkins, Washington State University, USA

Read More


Using a Meta-Analysis to Unravel Relative Importance of Postulated Explanations for the Endowment Effect

Peter Nguyen, Ivey Business School
Xin (Shane) Wang, Western University, Canada
David J. Curry, University of Cincinnati, USA

Read More


Emotion, Scientific Reasoning, and Judgments of Scientific Evidence

Caitlin Drummond, University of Michigan, USA
Baruch Fischhoff, Carnegie Mellon University, USA

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.