Roots and Development of Consumer Culture Theory
ISBN: 978-1-78560-323-5, eISBN: 978-1-78560-322-8
Publication date: 18 November 2015
Abstract
Purpose
This paper aims to trace the roots and development of Consumer Culture Theory (CCT) through the eyes of major participants in this field of study.
Methodology/approach
The report is a qualitative essay based on data accumulated and integrated from several directions: the CCT literature, reminiscent versions by significant scholars, and participant/observation by the author.
Findings
The CCT conferences began in 2005, sparked by the contribution of Eric Arnould and Craig Thompson. However, earlier versions are traced through the growth of interest in the study of consumer behavior starting in ancient times and spurred by the surge of post-World War II prosperity and technological advances. The expansion of consumer studies through the Association for Consumer Research (ACR), the Journal of Consumer Research (JCR), and the Heretical Consumer Research (HCR) were precursors of CCT. Perspectives are provided by Shankar and Patterson, Mark Tadajewski, Russell Belk, Fuat Firat, and Markus Geisler, with a special emphasis on early roots by the author.
Originality/value
The paper is novel in its application of The Rashomon Effect which shows how different scholars perceive a particular historical phenomenon. It is also a useful example of the qualitative orientation of CCT culture and style in studying situations, both contemporary and historical, to gain holistic insights.
Keywords
Citation
Levy, S.J. (2015), "Roots and Development of Consumer Culture Theory", Consumer Culture Theory (Research in Consumer Behavior, Vol. 17), Emerald Group Publishing Limited, Leeds, pp. 47-60. https://doi.org/10.1108/S0885-211120150000017003
Publisher
:Emerald Group Publishing Limited
Copyright © 2015 Emerald Group Publishing Limited