| Dr. Marius Luedicke | ||
| Research Marius' research evolves around developing and communicating scholarly insights into the most dynamic and socially relevant aspects of contemporary consumer culture (Konsumkultur) through a social systemic lens. A related field of interest covers the study of market systems and market-driven cultural change. Recently Published Work: Consumer Identity Work as Moral Protagonism: How Myth and Ideology Animate a Brand-Mediated Moral Conflict, Luedicke, Marius K, Craig J. Thompson and Markus Giesler (2010), " Journal of Consumer Research, 36 (6), 1016-33. download from JCR website / download a preview Consumer researchers have tended to equate consumer moralism with normative condemnations of mainstream consumer culture. Consequently, little research has investigated the multi-faceted forms of identity work that consumers can undertake through more diverse ideological forms of consumer moralism. To redress this theoretical gap, we analyze the adversarial consumer narratives through which a brand-mediated moral conflict is enacted. We show that consumers’ moralistic identity work is culturally framed by the myth of the moral protagonist and further illuminate how consumers use this mythic structure to transform their ideological beliefs into dramatic narratives of identity. Our resulting theoretical framework explicates identity-value enhancing relationships among mythic structure, ideological meanings, and marketplace resources that have not been recognized by prior studies of consumer identity work. More publications |
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© Marius K. Luedicke 2009 |
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