Consumers’ brand trust makes brands more powerful. Moreover, whereas trust is part of good relationships, trust relationships often involve vulnerability. Further, trust is inherently asymmetrical, suggesting profound consequences for its ethical communication. By approaching discussions on trust and brands philosophically, we expand approaches to, and investigations into, trust’s modes, manifestations, and mappings that offer potentially productive insights for consumer research. Past years’ Philosophy and Consumption roundtables have focused on 1) issues of materiality and 2) epistemological and ontological foundations and inspirations for consumer research. In this year’s roundtable, discussions continue with a focus on "Trust and Brands".


Susan Fournier, Kent Grayson, and Douglas B. Holt (2008) ,"Participants:", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 885-887.


Susan Fournier, Boston University
Kent Grayson, Northwestern University
Douglas B. Holt, University of Oxford, UK


NA - Advances in Consumer Research Volume 35 | 2008

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