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Title: From Commodity Fetishism to Commodity Narcissism
Authors: Cluley, Robert
Dunne, Stephen
First Published: Sep-2012
Publisher: Sage Publications
Citation: Marketing Theory, 2012, 12 (3), pp. 251-265
Abstract: Marketing 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.
DOI Link: 10.1177/1470593112451395
ISSN: 1470-5931
eISSN: 1741-301X
Version: Post-print
Status: Peer-reviewed
Type: Journal Article
Rights: © 2012, SAGE Publications. Deposited with reference to the publisher’s archiving policy available on the SHERPA/RoMEO website.
Appears in Collections:Published Articles, School of Management

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