Konsumtionsdramats ideologiska metakonflikt
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
In this article we present a social anthropological and semiotic analysis of consumer behaviour. In depth we explore desires, ideals and symbolic consumption in a post-modern society. We discuss consumer dramas in conflict-derived categories as meaningful and passionate influences on consumer behaviour and cognition. The implications of our analysis and discussion result in a complementary perspective and a theory where ideologies in conflicts are the dominant influencer of cognition and behaviour. Traditional goal and product derived categories described in Consumer Behaviour and Market Communication literature do not consider dialectics in their theories. It usually assumes that consumer’s cognition starts with specific needs in given product categories. The consumer is an anomalistic category when we include all mental pictures of one self, our surroundings and our identity. By understanding and combining previous consumer research, cultural analysis, aesthetic management and semiotics our concept of conflict-derived categories opens up alternative opportunities for market communications. The creative scientific researcher and managers may find interesting results to develop alternative communications and brand management theories.
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IdentifiersURN: urn:nbn:se:su:diva-6016OAI: oai:DiVA.org:su-6016DiVA: diva2:195932