Neoliberalism: the Paradox of Agency and Responsibility in the Acquisition of Materiality

Responsibility has become a defining feature of the current thinking of neoliberalism. We argue that adherence to neoliberalism structures consumer agency forcing them to make tradeoffs between needs and wants to perform responsibly in the market. We focus on want and need as rhetorics that legitimate or de-legitimate purchase.


Mary Gilly, Stephanie Dellande, and Russ Nelson (2019) ,"Neoliberalism: the Paradox of Agency and Responsibility in the Acquisition of Materiality", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 99-104.


Mary Gilly, University of California Irvine, USA
Stephanie Dellande, Menlo College, USA
Russ Nelson, Northwestern University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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