research). The author thanks the marketing seminar group at Kellogg, Annama Joy, Jay Handelman, and John Sherry for comments on previous versions of this article. The three JMR reviewers also provided kind encouragement and useful remarks that helped improve the article. The members of the alt.coffee newsgroup generously contributed their utterances and insights.

This ethnography explores the emancipatory dynamics of the Burning Man project, a one-week-long antimarket event. Practices used at Burning Man to distance consumers from the market include discourses supporting communality and disparaging market logics, alternative exchange practices, and positioning consumption as self-expressive art. Findings reveal several communal practices that distance consumption from broader rhetorics of efficiency and rationality. Although Burning Man's participants materially support the market, they successfully construct a temporary hypercommunity from which to practice divergent social logics. Escape from the market, if possible at all, must be conceived of as similarly temporary and local. A fter all the plans, dreaming, and anticipation, on August 31, 1999, I veer and bump my rented blue Malibu across deep desert scars, steering it into a stretch of Nevada desert nestled within a ring of mountains. As the Black Rock Desert's powdery dust swirls a distinctive alkali smell into my nostrils for the first time, I use my Visa card at the gate to purchase a $110 ticket. This charge is more than a threeday adult pass to Walt Disney World, and the fact that I am purchasing it on my Visa card seems inconsistent with Burning Man's acclaimed status as a noncommercial event. Yet Burning Man's organizers justify the high price of the tickets

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Retro brands are relaunched historical brands with updated features. The authors conduct a “netnographic” analysis of two prominent retro brands, the Volkswagen New Beetle and Star Wars: Episode I—The Phantom Menace, that reveals the importance of Allegory (brand story), Aura (brand essence), Arcadia (idealized community), and Antinomy (brand paradox). Retro brand meanings are predicated on a utopian communal element and an enlivening paradoxical essence. Retro brand management involves an uneasy, cocreative, and occasionally clamorous alliance between producers and consumers.

This article focuses on consumer movements that seek ideological and cultural change. Building from a basis in New Social Movement (NSM) theory, we study these movements among anti-advertising, anti-Nike, and anti-GE food activists. We find activists' collective identity linked to an evangelical identity related to U.S. activism's religious roots. Our findings elucidate the value of spiritual and religious identities to gaining commitment, warn of the perils of preaching to the unconverted, and highlight movements that seek to transform the ideology and culture of consumerism. Conceiving mainstream consumers as ideological opponents inverts conventional NSM theories that view them as activists' clients.S ocial movements are intentional collective efforts by activists to transform the social order (Buechler 2000). This article focuses on consumer movements, which are particular kinds of social movements that attempt to transform various elements of the social order surrounding consumption and marketing. As consumption has come to play an increasingly central role in contemporary society, consumer movements have arisen to challenge and transform aspects of it by propagating ideologies of consumption that radicalize mainstream views.As we seek to increase our understanding of the dynamics and complexities of consumer culture, we need theory that conceptualizes consumer movements and their ideological role. As we follow the historical trajectory of a culture of consumerism that seems in many accounts to be globally ascendant and apparently unstoppable, conceptualizing consumer movements that stand in opposition to it may be viewed as increasingly important. Sklair (1995, p. 507) terms the mutually reinforcing integration of consumer culture and consumerist ideology the "culture-ideology of consumerism" and concludes that it is a "fundamental institutional support of global capitalism." The purpose of this article is to arrive at a theory-based understanding of con-*Robert V. Kozinets is assistant professor of marketing at