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| Author: | Elliott, R. |
| Title: | Existential consumption and irrational desire |
| Journal: | European Journal of Marketing
1997 : VOL. 31:3/4, p. 285-296 |
| Index terms: | MARKETING CONSUMPTION CULTURE STRUCTURAL CHANGE |
| Language: | eng |
| Abstract: | This paper tries to identify some issues raised by postmodern and poststructuralist accounts of consumption, when it is proposed that in postmodernity consumtion of symbolic meaning, particularly through the use of advertising as a cultural commodity, provides the individual with the opportunity to construct, maintain and communicate identity and social meaning. The consumption of symbolic meaning is explored through some consumption dialectics: the material versus symbolic , the social versus the self, desire versus satisfaction, rationality versus irrationality and creativity versus constraints. It is argued that consumers consumption choices can be conceptualized as the exercise of existential freedom, even if constrained by inequalities in the economic system. |
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