Consumers' Cultures' Prosumers' Passion

In this presentation, the passion of creative collectivities of consumers is theoretically nested within a hierarchical system in which they differentiate themselves through it from the passive consumption of other members of the same collectivity, and of consumer culture cast in general terms. Consumer-aided content creation is now the order of the day, and this research examines collections of conspiring consumers who create and distribute actual mass culture, attempting to unpack why this occurs, how it is taking form, and what the implications are for scholars of consumer research and marketing.


Robert V. Kozinets (2007) ,"Consumers' Cultures' Prosumers' Passion", 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: 461-461.


Robert V. Kozinets, Schulich School of Business, York University, Canada


E - European Advances in Consumer Research Volume 8 | 2007

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