The Silver Lining to the Mushroom Cloud: a Netnographic Analysis of Consumers Enjoying Systemic and Existential Risks
To theorize how consumers process systemic and existential risks to market society, this netnography adopts a psycho-social perspective to study doomsday preppers, consumers preparing for the collapse or breakdown of society. In doing so, it demonstrates how the concept of ‘Jouissance’ explicates consumers’ orientation towards doomsday risks.
Hunter Jones (2021) ,"The Silver Lining to the Mushroom Cloud: a Netnographic Analysis of Consumers Enjoying Systemic and Existential Risks", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 392-393.
Hunter Jones, Aalto University School of Business
NA - Advances in Consumer Research Volume 49 | 2021
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