Market Radicalization: Exploring Reversed Co-Optation in Far-Right Consumer Culture

To shed new light on consumer ideology, in this research we highlight a consumer movement which contrasts significantly with consumer movements usually explored in consumer research; the far right. We identify two dimensions of aestheticizing techniques used by market actors to politicize and radicalize consumers into the extreme.


Sofia Ulver and Tina Askanius (2020) ,"Market Radicalization: Exploring Reversed Co-Optation in Far-Right Consumer Culture", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 324-325.


Sofia Ulver, Lund University, Sweden
Tina Askanius, Malmö University


NA - Advances in Consumer Research Volume 48 | 2020

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