Overview

We live in times of increasing world uncertainty. Consumer culture in Asia has embodied such precariousness, with their unprecedented states of both prosperity and vulnerability. Works in this volume examine the consumer cultures that exist in today’s precarious Asia. They do this through culturally oriented, critical consumer research. How deeply has the consumer precariousness in Asia been intertwined with the sociohistorical patterning of consumption including class, gender, and other social categories? How do these problematics affect consumers’ identity projects, consumer rituals, and marketplace cultures? How is consumer precariousness aggravated by the governmentality of the superpower? How does the changing landscape of inter-Asian and global popular culture impact consumer culture in these nations? Together, the authors in this volume attempt to answer these questions through consumer research within the paradigm known as consumer culture theory (CCT). Since most CCT inquiry has been in Western contexts, this volume augments the existing knowledge. It presents the most current, critical, historical, and material consumer studies focused on Asia. This volume will be of interest to seasoned CCT researchers and academics, for anyone new to CCT, and for postgraduate students interested in CCT or writing a consumer culture-related thesis.

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Reviews

Remarkably wide-ranging and undeniably riveting, Consumer Culture Theory in Asia offers a deep dive into the socio-cultural, ideological, and experiential consumption underlying precarity and power in the world's fastest-growing region. In excavating the impact of neo-colonial development on vulnerable populations, the authors plead for socially sustainable consumer culture. Annamma Joy, Professor of Marketing, The University of British Columbia, Canada. Consumer Culture Theory in Asia presents chapters from active researchers who address Asian consumption from a rich variety of historical and theoretical perspectives. Their work will engage the Consumer Culture Theory community as well as students and scholars from the humanities and social sciences. Terrence H. Witkowski, Professor Emeritus of Marketing, California State University, Long Beach, US. This volume contains cutting-edge scholarship that traverses myriad historical and contemporary consumption contexts in Asia. Curating work by an interdisciplinary group of scholars, it will prove to be an invaluable resource for those interested in this vital, vibrant area of the globe typified by changes and challenges in the marketplace. Cele Otnes, Anthony J. Petullo Professor of Business Administration, Gies College of Business, University of Illinois at Urbana-Champaign, USA People around the world are grappling with how issues of diversity and inclusion impact consumption. Studies in this book contemplate these issues in the marketplace with a focus on vulnerable consumers in Asia-a generally underrepresented region in marketing scholarship. Tonya Williams Bradford, University of California, Irvine, USA.

Remarkably wide-ranging and undeniably riveting, Consumer Culture Theory in Asia offers a deep dive into the socio-cultural, ideological, and experiential consumption underlying precarity and power in the world's fastest-growing region. In excavating the impact of neo-colonial development on vulnerable populations, the authors plead for socially sustainable consumer culture. Annamma Joy, Professor of Marketing, The University of British Columbia, Canada. Consumer Culture Theory in Asia presents chapters from active researchers who address Asian consumption from a rich variety of historical and theoretical perspectives. Their work will engage the Consumer Culture Theory community as well as students and scholars from the humanities and social sciences. Terrence H. Witkowski, Professor Emeritus of Marketing, California State University, Long Beach, US. This volume contains cutting-edge scholarship that traverses myriad historical and contemporary consumption contexts in Asia. Curating work by an interdisciplinary group of scholars, it will prove to be an invaluable resource for those interested in this vital, vibrant area of the globe typified by changes and challenges in the marketplace. Cele Otnes, Anthony J. Petullo Professor of Business Administration, Gies College of Business, University of Illinois at Urbana-Champaign, USA People around the world are grappling with how issues of diversity and inclusion impact consumption. Studies in this book contemplate these issues in the marketplace with a focus on vulnerable consumers in Asia-a generally underrepresented region in marketing scholarship. Tonya Williams Bradford, University of California, Irvine, USA.

Author Information

Yuko Minowa is Professor of Marketing in the School of Business at the Brooklyn Campus of Long Island University in New York, Unites States. Russell Belk is York University Distinguished Research Professor and Kraft Foods Canada Chair in Marketing, Schulich School of Business, York University, Canada.

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