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Title: Beyond the couch: Psychoanalytic consumer character readings into narcissism and denial
Authors: Patsiaouras, Georgios
Fitchett, James A.
Davies, Andrea
First Published: 26-Jul-2015
Publisher: SAGE Publications
Citation: Marketing Theory, 2016, 16(1), pp. 57-73
Abstract: The contribution of psychoanalysis to marketing theory does not need to come from putting consumers on the couch. We show how psychoanalysis and marketing can be approached as character analysis using fiction, literature and popular culture through a psychoanalytic informed character reading of Jay Gatsby in F. Scott Fitzgerald’s(1950 [1926]) The Great Gatsby and Willy Loman in Arthur Miller’s(1968 [1949]) Death of a Salesman. We examine the consumption desires and practices of these key protagonists to show how the psychoanalytic theories of narcissism and denial can be applied to explain their predicament. Our analysis emphasizes temporality, describing psychic time, its functioning with the ego-ideal and how consumption is implicated. We conclude that the seemingly distant domains of psychoanalysis, marketing and literature fiction offer an interesting synthesis that is able to provide insights for consumer theory, the contemporary consumer and the historical account of consumers of the past.
DOI Link: 10.1177/1470593115595675
ISSN: 1470-5931
eISSN: 1741-301X
Version: Post-print
Status: Peer-reviewed
Type: Journal Article
Rights: Copyright © the authors, 2015. Licensee: SAGE. Reprints and permissions: Deposited on acceptance 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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