This presentation provides a thematic overview of the past twenty years of consumer research addressing the socio-cultural, experiential, symbolic, and ideological aspects of consumption, primarily through an assessment of the work produced in the Journal of Consumer Research and closely related forums. The paper has two goals. First, it aims to provide a disciplinary brand for this research tradition which we call Consumer Culture Theory (CCT). Second, it assesses the current state of research

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... within CCT by defining four interrelated research programs, identifying their key research questions and progress to date. We conclude with directions for future research within CCT.