Contested Consumption in Everyday Life

This article introduces the concept of “contested consumption,” a set of mundane antagonistic social practices not yet explored by consumer culture theorists. Contested consumption refers to a multitude of discursive behaviors that consumers apply for challenging the legitimacy of each other’s consumption choices, behaviors, and ideologies. Using the Hummer brand of vehicles as empirical context, ethno- and netnographic methods for data collection, and hermeneutic reading for data analysis, we reveal the cultural tensions and empirical practices of contested consumption and discuss their theoretical implications.



Citation:

Marius K. Luedicke and Markus Giesler (2008) ,"Contested Consumption in Everyday Life", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 812-813.

Authors

Marius K. Luedicke, University of Innsbruck, Austria
Markus Giesler, York University, Canada



Volume

NA - Advances in Consumer Research Volume 35 | 2008



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