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The Tribal Consumer: Impacts on marketing and consumer behavior
Stockholm University, Faculty of Social Sciences, School of Business.
Stockholm University, Faculty of Social Sciences, School of Business.
2003 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The postmodern consumer’s identity is fragmented and many of these identity-fragments originate or can be derived from the aggregated result of the individual’s membership in a multiplicity of groups, tribes or communities. In today’s society we use consumption objects to create and re-create our identity (or identities) and these objects, or the passion for them, is also what holds many of the groups together. The sign-values of objects are to a large extent defining cultural processes in contemporary western society.

Place, publisher, year, edition, pages
2003.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:su:diva-4329OAI: oai:DiVA.org:su-4329DiVA: diva2:193811
Uppsok
samhälle/juridik
Available from: 2007-01-05 Created: 2007-01-05

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