Consuming It Cool: Status Multiplicity and Contextualized Cultural Capital

This paper revisits subcultures of consumption and investigates the role of countercultural narratives as a resource for consumer status and identity. Building upon recent subcultural theories, I conceptualize counterculture as a complex cultural configuration of meanings, structures and practices that consumers internalize and act upon. In quest for coolness, consumers subscribe to a number and combination of countercultural practices, engage in multiple status games and create symbolic boundaries between cool and mainstream. This study extends prior work on lifestyles, advances an understanding of the marketplaceā€™s role in countercultural dynamics, and provides a critique of the coolhunting practices.



Citation:

Risto Moisio, Eric Arnould, and Zeynep Arsel (2005) ,"Consuming It Cool: Status Multiplicity and Contextualized Cultural Capital", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 6--9.

Authors

Risto Moisio, University of Nebraska - Lincoln
Eric Arnould, University of Nebraska - Lincoln
Zeynep Arsel, University of Wisconsin - Madison



Volume

E - European Advances in Consumer Research Volume 7 | 2005



Share Proceeding

Featured papers

See More

Featured

When High-End Designers Partner With Low-Cost Retailers: Bridging the Access Gap

Gabriel E. Gonzales, Pennsylvania State University, USA
Johanna Slot, Pennsylvania State University, USA
Margaret Meloy, Pennsylvania State University, USA

Read More

Featured

Brand movement

Andrea Lucarelli, Lund University
Gregorio Fuschillo, Kedge Business School
Jon Bertilsson, Lund University

Read More

Featured

N2. The Devil Wears FAKE Prada: Dual Envy Theory Explains Why Consumers Intend to Purchase Non-Deceptive Luxury Counterfeits

Tanvi Gupta, Indian Institute of Management Bangalore
Preeti Krishnan Lyndem, Indian Institute of Management Bangalore

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.