The twentieth volume of Research in Consumer Behavior presents twelve chapters, selected from the best papers submitted at the 13th annual Consumer Culture Theory Conference held in Denmark in June 2018. Aligned with the conference's thematic emphasis on storytelling, the contributors' research...

Globalism has been examined in consumer research primarily as an advertising or marketing issue rather than in terms of impacts on personal and cultural identity. In investigating Chinese "readings" of global and local advertising, we find that consumers use advertising to interrogate personal...

Contents: The paradox of the sharing economy, introductory chapter / Russell Belk, Giana Eckhardt and Fleura Bardhi -- The nature of sharing and the sharing economy 1. Situating the sharing economy: Between markets, commons and capital / Adam Arvidsson -- 2. Sharing as an alternative economy...