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...

Purpose: This paper aims to explain a celebrity’s deep resonance with consumers by unpacking the individual constituents of a celebrity’s polysemic appeal. While celebrities are traditionally theorised as unidimensional semiotic receptacles of cultural meaning, the authors conceptualise...

This article examines single baby boom consumers on demographic and psychographic dimensions tested in a survey of 267 respondents. We found differences between singles and marrieds in social self‐image, age identification, nature and frequency of leisure activities, and shopping habits....