Vous consultezDe la socialisation du consommateur à la participation aux activités de consommation : apports de la psychologie socio-historique et culturelle

This article puts forward a critical analysis of the approaches used in marketing research to illustrate the consumer socialization process. To compensate for certain inherent limitations in these approaches, the basic foundations of cultural psychology are discussed to show how the notion of participation in joint consumption activities questions the classic view of socialization used in marketing, showing that interaction with others plays a central role in the development of consumer competences, and that this development is dependent upon the transformation of institutional structures which legitimize a historically situated consumption culture.
Introduction : Comment devient-on un consommateur suffisamment compétent pour prendre part aux échanges marchands ?