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Consumers' Controversies about Consumption
2011
Marketing
This article introduces a preliminary model that conceptualizes the drivers, expressions, and consequences of consumers' controversies about the limits of legitimate consumption within a social context. Drawing on qualitative data on the North American conflict over the cultural legitimacy of the Hummer brand of vehicles, the study documents that -contrary to the prevailing consumer-producer centric model -market-mediated social conflicts also emerge as immediate, interpersonal social practices
doi:10.15358/0344-1369-2011-1-46
fatcat:hmuln7j6ife7rfc2im3g4zn264