The Entropy of Symbolic Consumption: Demand Side Market Failure and the Counterproposals

Consumers have developed the ability to signify through forced withdrawal and the subsequent convalescence of identity. Nevertheless, consumers still have to manage their own intricate dilemmas in which they have to confront the exogenous and endogenous symbolic conditions, dictating their modes of being in late-modern society. The concept of entropy is employed in order to aid the meditative understanding of consumer cultures witnessed today. Dependent upon consumers’ ability to signify and urge for distinctiveness, four different modalities of entropy are conceived, and each mode of entropy tends to further form certain types of consumer cultures, which are prospective counterproposals devised for surmounting the consumers’ perception of market failure.


Soonkwan Hong (2008) ,"The Entropy of Symbolic Consumption: Demand Side Market Failure and the Counterproposals", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 491-497.


Soonkwan Hong, University of Texas-Pan American


NA - Advances in Consumer Research Volume 35 | 2008

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