Abstract:The scientific tradition in marketing research has alienated marketing practitioners from academics. As a counterpoint, we argue that theory from the humanities, especially theatre and drama studies, can provide meaningful insights into consumer culture. Inspired by the Theatre of the Absurd, we develop four absurd prompts present in consumer culture: menace, aphasia, parody, and frustration. Taken together, these prompts amount to an absurd condition, a hall of mirrors, in which consumers inevitably find them… Show more
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