Work

Entertainment Media as a Source of Consumer Mythology: The Gendered Case of Lieutenant Columbo

Year: 2017

Type: article

Abstract: In contrast with marketing research that indicates consumer decisions are made through cognitive methods such as expected utility maximization, researchers in the Consumer Culture Theory tradition have emphasized the non-cognitive drivers of consumer decisions, including the role of symbolism and consumer myth (Arnould and Thompson 2005;Levy 1981;Luedicke, Thompson, and Giesler 2010).While symbolism is important in many consumption domains, an important domain is gender (Levy 1959), the subject of this paper.Specifically, our mythic understanding of what it means to be a woman/man influences our actions and interactions with others on a basic level.

Source: DigitalCommons - Kennesaw State University (Kennesaw State University)

Author: Jon Littlefield

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Gender equality

Open Access status: green

OpenAlex ID: W2888859840

FWCI:

Cites: 18

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Related to: 10