In this research we examine the role of the nationalist ideology of swadeshi in a contemporary anticonsumption movement and show that its deployment is linked to the experiences of colonialism, modernity, and globalization in India. Specifically, we offer a postcolonial understanding of...

Sharing is a fundamental consumer behavior that we have either tended to overlook or to confuse with commodity exchange and gift giving. Sharing is a distinct, ancient, and increasingly vital consumer research topic that bears on a broad array of consumption issues ranging from sharing household...

This study of the meanings of possessions displayed in the offices of employees in a high technology firm suggests extensions to the concept of extended self. Work self and home self contend for dominance in these displays. Employees must decide which aspects of the self belong to the domain of...

China's ideological transition from a communist country toward a consumer society provides an unprecedented context in which to explore the rise of consumerism in a contemporary society. We examine how advertising appropriates a dominant anticonsumerist political ideology to promote consumption...

Researchers have analyzed various forms of extraordinary consumption experiences, using Victor Turner’s conceptualization of antistructure with a particular focus on their rather romantic and communal aspects. While such a focus contributed greatly to our understanding of these experiences, it...

The extended self was proposed in 1988. Since it was formulated, many technological changes have dramatically affected the way we consume, present ourselves, and communicate. This conceptual update seeks to revitalize the concept, incorporate the impacts of digitization, and provide an...

Using multimethod data on wedding consumption, this research highlights the pursuit of harmonization as a dynamic and never-ending process that can happen within individuals, between human beings, and among different entities in the world. While prior research on harmony has treated the...