Iconoclasm, Autotelicity, Narcissism, and Cool Beyond Distinction

Multi-layered data collected from the X Games events facilitate the understanding of a new mechanism of distinction-making. Consumers in the context tend to be iconoclastic, narcissistic, and naturalistic distinction-makers with their new currency for distinction. Consumers’ agentic translation of the quintessence of distinction into cool-hunting is theoretically illuminated in relation to the “trickling-up” logic of distinction and co-optation.


Soonkwan Hong (2011) ,"Iconoclasm, Autotelicity, Narcissism, and Cool Beyond Distinction", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.


Soonkwan Hong, Michigan Technological University, USA


NA - Advances in Consumer Research Volume 38 | 2011

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