Postmodern consumption☆
Review articleOpen access

AbstractWe live in a period of transition from the modern to the postmodern period. Postmodern elements can be traced in architecture, art, literature, music, cinema, and consumption. The postmodern period is an era without a dominant ideology but with a pluralism of styles. Social and technological changes create four dominant postmodern conditions related to fragmentation of markets and experiences, hyperreality of products and services, value realization later in the consumption cycle, and paradoxical juxtapositions of opposites. These trends will be more and more reflected in consumer behavior, advertising, product development and introduction. It is obvious that these changed conditions are relevant for economic psychology. In this article, the relevance of postmodernism for consumption and consumer behavior is sketched.

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