Tillotson, JS and Martin, D (2014) Understanding myth in consumer culture theory. In: Myth and the Market . (Myth and the Market, 19–21 June 2014, Carlingford, Ireland).

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Abstract

This paper provides an understanding of the multidisciplinary synthesising of myth conceptualisation in consumer culture theory.Mythology is an umbrella term that has been used in a variety of forms and interpretations. This review draws from psychology, sociology, anthropology, cultural studies, literary criticism, history and political studies to examine the historical and discursive constructions of mythology. We distinguish multiple perspectives of mythology and demonstrate how exemplars of each are used in consumer research. Finally, we suggest new directions for mythology that pertain to consumer culture research.

Item Type:	Conference or Workshop Item (Paper)
Subjects:	H Social Sciences > HF Commerce > HF5001 Business H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products
Divisions:	Liverpool Business School
Publisher:	University College Dublin
Date Deposited:	12 Jun 2018 11:03
Last Modified:	13 Apr 2022 15:16
Editors:	Campbell, N, Desmond, J, Fitchett, J, Kavanagh, D, McDonagh, P, O'Driscoll, A and Prothero, A
URI:	https://researchonline.ljmu.ac.uk/id/eprint/8805

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