How Commercial Myths Compete For Identity Value Through the Ideological Shaping of Collective Memories and Countermemories

Through a comparative case study of two influential New South myth makers, we analyze the ways in which the identity value of commercial myths is negotiated at the market system level. We identify several key historical tensions and marketplace pressures that impel these national magazine editors to employ ideological strategies, each tailored to their distinctive competitive agendas, for effacing racial countermemories that contradict their mythic representations of Southern identity. Based on this analysis, we develop a conceptual model which highlights ideological, competitive, and historical influences on commercial mythmaking that have not been addressed by prior accounts of the meaning transfer process.


Craig Thompson and Kelly Tian (2007) ,"How Commercial Myths Compete For Identity Value Through the Ideological Shaping of Collective Memories and Countermemories", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 145-149.


Craig Thompson, USA
Kelly Tian, USA


E - European Advances in Consumer Research Volume 8 | 2007

Share Proceeding

Featured papers

See More


Product Search on Crowded Retail Shelves: Impact of Vertical Product Location on Search Performance

Ana Scekic, HEC Paris, France
Selin Atalay, Frankfurt School of Finance and Management, Germany
Cathy Liu Yang, HEC Paris, France
Peter Ebbes, HEC Paris, France

Read More


The Subjective Value of Popularity: A Neural Account of Socially Informed Functional Value and Social Value

Robert Goedegebure, Wageningen University, The Netherlands
Irene Tijssen, Wageningen University, The Netherlands
Nynke van der Laan, University of Amsterdam
Hans van Trijp, Wageningen University, The Netherlands

Read More


Penny for Your Preferences: Leveraging Self-Expression to Increase Prosocial Giving

Jacqueline R. Rifkin, Duke University, USA
Katherine Crain, Duke University, USA
Jonah Berger, University of Pennsylvania, 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.