The Tribal Consumer: Impacts on marketing and consumer behavior
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
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
IdentifiersURN: urn:nbn:se:su:diva-4329OAI: oai:DiVA.org:su-4329DiVA: diva2:193811