Consumer myths: Frye's taxonomy and the structural analysis of consumption text
Article Abstract:
This article presents a structural analysis of myths in consumption text, using Northrop Frye's taxonomy of mythoi to assign consumer narratives and selected advertisements to four categories of mythic plots: comedy, romance, tragedy, and irony. Frye's categorization scheme derives from literature, and the plot types embody structural links between consumption myths and those found in other cultural texts. Each mythos also incorporates values encoded in the plot that reappear in consumption narratives and in advertising appeals using mythic patterns and characterization. Frye's taxonomy is first applied to a reanalysis of Thanksgiving narratives in Wallendorf and Arnould's "'We Gather Together': Consumption Rituals of Thanksgiving Day" and next to an analysis of pre-Thanksgiving food advertising coupons. The analysis demonstrates that the Thanksgiving narratives and related advertising exemplars fit into conventional plot structures that serve as organizing devices for both the articulation of consumption experience and the design of consumer appeals. (Reprinted by permission of the publisher.)
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 1995
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An empirical test of a model of external search for automobiles
Article Abstract:
A structural equations model of the search for automobiles is proposed. The model takes into consideration the effects of the potential buyer's perceived risk, perceived benefits, positive experience, and product knowledge on search behavior. The model also illustrates the relationships among these determinants of search. Experience seems to decrease search behavior, while subjective knowledge increases a search. The proposed model is based on the analysis of 1,401 usable responses to a mail survey of car buyers in Buffalo, NY.
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 1991
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The self-manipulation of my pervasive, perceived vital energy through product use: an introspective-praxis perspective
Article Abstract:
An analysis of consumption and the energy sensations and consciousness experienced with product use is presented. It is suggested that the use of certain products makes consumers experience different forms of energy states, including repletion or sexual arousal. Since energy states can be manipulated according to product use, consumers behave in such a way as to enhance and maintain their energies.
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 1991
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