What Not to Wear?: Consumer Government in Wardrobe Self-Help

Government as a theoretical concept has recently been applied to marketing and consumer research. This paper illustrates consumer government in the context of wardrobe self-help (WSH), arguing that despite challenging the idea of the cultural value of clothing as perishable, WSH cannot be perceived as only liberating and empowering.


Annu Markkula, Ilona Mikkonen, and Handan Vicdan (2011) ,"What Not to Wear?: Consumer Government in Wardrobe Self-Help", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 573-574.


Annu Markkula, Aalto University School of Economics, Finland
Ilona Mikkonen, Aalto University School of Economics, Finland
Handan Vicdan, Eastern Kentucky University, USA


NA - Advances in Consumer Research Volume 39 | 2011

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