Consumer Meaning and Identity Production and Consumer Research-Issues of Literacy, Gender and Identity

Taking off from developments in semiotics and discourses on interpretive communities, and reinforced by the interpretivist research findings in the discipline itself, it has recently become quite fashionable in consumer research to talk about meaning-producing consumers. Often the argument is that consumers, who encounter brands, images, advertisements, and other marketing products in the market, engage in a conversation with the signs emanating from such things and construct distinct meanings of their own. Especially when members of consumer collectives, such as those called brand communities or subcultures, encounter products of marketing they are said to manipulate and, at times, subvert the meanings intended to be transmitted or relayed by marketers, thus taking ownership of the meanings that they consume.


Fuat Firat (2005) ,"Consumer Meaning and Identity Production and Consumer Research-Issues of Literacy, Gender and Identity", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 530-532.


Fuat Firat, University of Southern Denmark


E - European Advances in Consumer Research Volume 7 | 2005

Share Proceeding

Featured papers

See More


R2. Brand-to-Brand Communications: How Consumers React to Flattery Between Brands

Lingrui Zhou, Duke University, USA
Katherine Crain, Duke University, USA
Keisha Cutright, Duke University, USA

Read More


Charity Donors’ Response to Cause-Related Marketing: The Role of Attachment Styles

Sondes Zouaghi, Thema-Cergy University
Aïda Mimouni Chaabane, Thema-Cergy University

Read More


The Asymmetry between Time and Money Compensation effect when feeling Scarcity: Time helps the Money Poor, but Money doesn’t help the Time Poor

Jane So, University of Washington, USA
Nidhi Agrawal, University of Washington, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.