Gould, Stephen J.; Lerman, Dawn B. - In: European Journal of Marketing 32 (1998) 7/8, pp. 644-654
In recent research, two views of the possible postmodern consumer have emerged. One view, advanced by Firat and Venkatesh, postulates that the consumer has increased expressive flexibility and is therefore liberated from prior ideologically‐created restraints. A second view, provided by...