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1 results

  • 18 - Consumer Culture

  • from 2 - Consumer Psychology of Groups and Society
  • Edited by Cait Lamberton, Wharton School, University of Pennsylvania, Derek D. Rucker, Kellogg School, Northwestern University, Illinois, Stephen A. Spiller, Anderson School, University of California, Los Angeles
  • Book:
    The Cambridge Handbook of Consumer Psychology
    Published online:
    30 March 2023
    Print publication:
    06 April 2023, pp 500-528

  • Summary

    Contemporary consumer researchers are increasingly faced with studying and understanding complex market and consumption phenomena impacting not just a sole individual or household, but whole communities, countries, and societies. These intricate phenomena cannot be understood through positivist experimental approaches conducted in a lab, but rather using qualitative research methods and a broader sociocultural lens. This chapter provides a concise and synthesizing overview of the developments in consumer culture research from the last decade. Specifically, it first unpacks the role of consumer identities, emotions, communities, technology, brands, politics, time, and space in consumer culture. Next, it discusses the qualitative methods typically utilized to conduct this type of research. Finally, it concludes with specific future directions for scholars interested in pursuing consumer culture research.