2012_Cluley_Dunne.pdf (4.13 MB)
From Commodity Fetishism to Commodity Narcissism
journal contribution
posted on 2012-11-28, 11:05 authored by Robert Cluley, Stephen DunneMarketing and consumer researchers have taken an increasing interest in the prevalence of and possibilities for enlightened consumerism. Contemporary studies show us, though, that ethically concerned consumers rarely act on their concerns – instead they act as if they were unenlightened about the negative effects of their consumption. The paper advances a theory for this contradiction that draws on Marx’s work on commodity fetishism and Freud’s analysis of sexual fetishism. In an attempt to reconcile the structural contexts of contemporary consumption with the psychic structures of the consuming subject proposed by each theorist, the paper concludes that narcissism, rather than fetishism, offers an explanation of this as if moment of contemporary consumption.
History
Citation
Marketing Theory, 2012, 12 (3), pp. 251-265Author affiliation
/Organisation/COLLEGE OF SOCIAL SCIENCE/School of ManagementVersion
- AM (Accepted Manuscript)
Published in
Marketing TheoryPublisher
Sage Publicationsissn
1470-5931eissn
1741-301XCopyright date
2012Available date
2013-10-01Publisher DOI
Publisher version
http://mtq.sagepub.com/content/12/3/251Language
enAdministrator link
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