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.


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.


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


NA - Advances in Consumer Research Volume 35 | 2008

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