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| Author: | Thompson, C. J. Troester, M. |
| Title: | Consumer Value Systems in the Age of Postmodern Fragmentation: The Case of the Natural Health Microculture |
| Journal: | Journal of Consumer Research
2002 : MAR, VOL. 28:4, p. 550-571 |
| Index terms: | CONSUMERS VALUE THEORY HEALTH CASE STUDIES |
| Language: | eng |
| Abstract: | This article extends postmodern theories of consumption-oriented microcultures by analyzing the natural health value system and the microcultural meanings through which it is constructed. The authors first compare the authors' theoretical approach to the conventional, Rokeachian view of the consumer value system. Drawing from a range of cultural and postmodern theories, the authors argue that the Rokeachian view is not sufficiently attuned to the meaning-based aspects of consumer value systems. Furthermore, it largely ignores the intracultural diversity among consumer value j systems that arises from the fragmentation of postmodern consumer culture into diverse consumption microcultures. |
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