The essays theorizes the emersion of a new character in the marketplace, namely, the consumer-collector. Starting from the evidence of the increasing importance of the consumption of "anomalous" goods, that is, goods that do belong to another time and/or do not incorporate the advantages of technological developments, the essay avdances some explanations for this phenomenon and introduces the figure of the consumer-collector. Finally, the essay presents some managerial implications for firms that want to target this new figure.
Silk purses out of sows’ ears. Mass rarefaction of consumption and the emerging consumer-collector
GUERZONI, GUIDO;TROILO, GABRIELE
1998
Abstract
The essays theorizes the emersion of a new character in the marketplace, namely, the consumer-collector. Starting from the evidence of the increasing importance of the consumption of "anomalous" goods, that is, goods that do belong to another time and/or do not incorporate the advantages of technological developments, the essay avdances some explanations for this phenomenon and introduces the figure of the consumer-collector. Finally, the essay presents some managerial implications for firms that want to target this new figure.
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