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.
Citation:
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.
Authors
Hunter Jones, Aalto University School of Business
Volume
NA - Advances in Consumer Research Volume 49 | 2021
Share Proceeding
Featured papers
See MoreFeatured
Exiting Etsy? When Collaboration Among Market Co-Creators Come Undone
daiane scaraboto, Pontificia Universidad Católica de Chile
Eileen Fischer, York University, Canada
Featured
Placing Identity into the Self-Concept: The Role of Causal Beliefs in Identity-Based Consumption
Stephanie Chen, London Business School, UK
Oleg Urminsky, University of Chicago, USA
Featured
Machine Talk: How Conversational Chatbots Promote Brand Intimacy and Influence Consumer Choice
Thomas Hilden, University of Geneva, Switzerland
Christian Hildebrand, University of Geneva, Switzerland
Gerald Häubl, University of Alberta, Canada